New Packaging and Branding: MidNight CocktailsPosted: August 6, 2013
Mucho have recently completed the packaging and branding of MidNight, an innovative range of cocktail boxes that aim to ”revolutionize the way people create cocktails both in bars and at home”.
Mucho explain that they were “invited to generate a new brand identity that could retain the tradition and elegance of cocktail making, whilst reflecting this revolutionary new method. Based on the geometric reinterpretation of the ‘M’ and the ‘N’ in Mid Night we created a system of triangles that when mixed with classic engravings of fruits generate a kaleidoscopic visual language. It really captures this new and fun way of creating cocktails.”
Mucho’s approach brings a contemporary energy and life to the fine, traditional etched illustrative work and botanical detail of the past. Whether illustrated with an eye for period authenticity or drawn from historical stock these benefit from a solid and on-trend representation of good natural quality whilst delivering an organic and communicative contrast to the geometry of the pattern work.
The three triangles that make up the MN monogram are perhaps a little reductionist to really own as an identity but as an extended pattern that cuts up the hand drawn monochromatic sketches – a union that is significantly more proprietary and distinctive – these appear as a smart distillation of the methodology and science of mixology as well as the idea of elemental ingredients being brought together. The colour palette is bright and fruity, enhanced by a white background and black panel that gives space and a premium quality to typography, that like the illustrative work, add a classic sensibility through a serif script.
The result is fantastic juxtaposition of past and present design cues cut and remixed to derive a sense of contemporary creativity, classic flavour profiles and good quality ingredients which make the most of the flat surfaces of a form factor new to the category.
More work from Mucho:
Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.