Creative Agency: VOLTA Brand Shaping Studio
Creative Director: Pedro Vareta
Project Manager: Lourenço Neves
Designer & Illustrator: Rita Bastos
Photography: Nuno Moreira
Project Type: Produced, Commercial Work
Client: Jameson Irish Whiskey
Packaging Contents: Craft Beer, Irish Whiskey
Packaging Substrate / Materials: Glass, Wood
Printing Process: Offset printing, Screen Printing, Laser etching
O’phelia is the result of the surprising collaboration between Jameson and the irreverent craft beer Maldita.
Jameson’s motto “Sine Metu” (No Fear) is all-present in the products and experiences they create, but also in the partnerships established with those who share their way of thinking.Their collaboration with Maldita is a perfect example: the creation of a craft beer aged in Irish whiskey barrels, produced by an independent spirit brewery that share’s Jameson’s mindset.
VOLTA Studio also partnered in this project with Jameson, with the mission of creating O’phelia’s label, but first of all, of imagining (and telling) O’phelia’s story: this young and brave celtic woman, daughter of a Lusitanian warrior that was also a master-brewer, decided to surprise her father (who had left for another quest) with the perfect beer formula - the one Jameson and Maldita are revealing today. Her end was somber and full of anguish, as her father did not return from his quest and O’phelia died next to her treasured barrels, wrapped in hope and sadness, without ever giving her father a taste of the precious nectar.
The beer label and box created by VOLTA are a mirror of O’phelia’s personality: strong on the outside but smooth and pure in the inside, her body reveals the scars of a arduous life. The black box that protects her recipe resembles a black chest, made of burnt wood that will turn into ashes, with carvings that show the wait and desperation of this young woman.