William

Design: Darya Lugovskaya
Location: Russia
Project Type: Student Project
School: HSE Art & Design School
Tutor: Dmitry Chernogaev
Packaging Contents: Gin
Packaging Substrate / Materials: Glass bottle
Printing Process: Digital printing, UV lacquer

Feelings are what will determine your choice of drink. Every piece of Shakespeare is full of strong emotion and expression. A sip of an authentic English gin is enough to stir up some serious passion inside. The packaging is built on subtle dramatic sensations. You can feel them in full only when you take it in your hands. The blade-shaped cutout exposes the rough exterior of the bottle and shines through. The cold glass ‘dissects’ the matte textured casing. This move will keep track of the amount of contents.

The name “William” and the drink category “gin” are printed with UV lacquer in the basic tone of flavour. There are four main types represented. The division is quite simple – by genre. Tragedy, comedy, chronicles and sonnets, all in liquid form, differ in their softness and shades of flavour. (And the packaging — by colour coding and size in the case of ‘sonnets’ — the pocket version of the bottle). The additional information, printed in red, and the tight oak veneer cork and red seal are unchanged. These seemingly inconspicuous details add drama and heighten the degree of feeling.

The concept for the gift packaging of William’s Gin is quintessentially Shakespearean. Endless tragedy, drama and death merge into one form. The outline of the bottle is not only a “scabbard” but also refers us to a tombstone. Reminding us, as it were, of Memento mori. The true beverage of Albion cannot reveal itself to everyone at once. Its mystique appeals to many. But who truly dares to experience the unrelenting storm of the senses?