Designed by Chad Michael Smith.
Course: Communication Design Program
School: University of North Texas, United States.
Photography by Ryan McGinley
I wanted to take the client in a much hipper, modern and slightly more sophisticated direction while rethinking the target market and gearing it towards a more youthful crowd. The type treatments & patterns were created from the ancient language of alchemy which is what the company's traditions are built upon. The clean yet vibrant color label suggests the neo-vintage vibe while still retaining a sense of class.
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