13/14

Agency: La Boîte
Creative Director: Jorge Augusto
Location: Spain
Project Type: Produced
Client: Dayluma Gin
Product Launch Location: Spain
Packaging Contents: Gin Liqueur
Packaging Substrate / Materials: Glass bottle
Printing Process: Digital printing and Foil stamping

“13/14” is a trick or a joke. In Central Spain, when someone makes a joke on you with something that seems to exist but it doesn’t, they say: “you have been 13/14”. This comes from a joke that used to be made on the rookie mechanics. They were asked to look for the 13/14 open-ended spanner and this spanner doesn’t exist on the set.

That’s the name of our Gin Liqueur and the premise given by the customer, because it looks like a Gin but it is not, it’s a liqueur.

We decided to take the concept of the trick or joke to the bottle, turning its label into a visual trick. On the front of the label, diagonal lines form a drawing that against the back of the rear label, the brand of the liqueur can be read: “13/14”. The fun thing about this label is that as you move the bottle, you can sometimes read the name in positive and sometimes in negative, and sometimes you only see lines crossing.

This design is inspired by Op Art pieces but with art nouveau aesthetics.