The Beautiful and the Damned :: United Creatives

Client
The Beautiful and the Damned

Category
Brand Identity, Label Design

Location
Chicago, Illinois

The Beautiful and the Damned Whiskey House create some of the best bourbon and rye whiskeys in the USA. We worked closely with the company founder to create a new brand identity and updated label designs for their new and future product releases.

Constructed on a triangular grid and typeset in a mixture of serif and san serif fonts, the Beautiful and the Damned logo is designed to sit strongly at the top of the labels whilst also highlighting the key words and juxtaposition in the brand name - ‘Beautiful’ and ‘Damned’.

We also designed a set of logo variants for social media, packaging and other off-pack uses.

These include illustrations of Hygieia - the Greek god of health - who sits carrying in one hand a chalice and the other a snake, a visual that we felt nicely communicated the ‘beautiful’ and the ‘damned’.

Our concept for the label artworks came from the juxtaposition in the brand name. Inspired by Kintsugi, the Japanese art of repairing broken pottery, we wanted to disrupt the source imagery (the damned) and rebuilt it, weaving in cracks of gold foil (the beautiful), thus bringing in a delicate and luxury touch the label designs.

We took a similar approach when designing the cask strength labels, using a more aggressive smashed glass effect to disrupt the background artwork. Paired with a black and gold colour scheme this helps to communicate the stronger ABV of the liquid and differentiate the cask strength whiskey from the standard line up.

Next/Prev Colour

< Previous

< Previous Project

Next >

Next Project >