When a brand is all about leaning into a defiant, almost irreverent tone, it gives designers some wiggle room to have fun with the packaging design as well.
Departed Spirits is known for its unruly nature, and the brand turned to Marx Design to help allow its packaging design to shake up the liquor store shelves.
The packaging system leans into a visual identity that’s sharp-witted and authentic. Marx Design began the design with a new logo, and each flask-inspired metal tin features the logo washed in a gradient pattern. The design studio wanted the logo to be up for interpretation, leaving consumers to wonder if the center mark is a tunnel, a tombstone, or just a generic shape leaving its mark.
The concept of departure gets woven into the entire project, from the brand name to the typeface selection. Marx selected Pangram Pangram’s Neue Montreal for its capacity to represent everyday public transport. Complementing this, Bradford Mono by Lineto serves as the secondary typeface, capturing the nuanced sophistication of inexpensive printed pamphlets. This choice aligns seamlessly with the conceptual theme and contributes to the brand’s bold and avant-garde aesthetic.
Further, the flask-inspired tin is a thoughtful packaging switch-up, leaving behind the typical glass bottles that overwhelm the spirits category. The tinplate flask helps the brand accentuate its anti-craft agenda and lean into a more practical and futuristic look. The design cues on the outside of the tin take inspiration from 1950s NASA branding, again opting for a futuristic yet functional design.
Overall, Marx Design was able to help capture Departed Spirits’ wild nature while still delivering a packaging system that’s approachable, forward-thinking, and minimalistic.