BP&O


MidNight Cocktails designed by Mucho

Facebook24Twitter19Google+2StumbleUpon1

 Packaging and branding with traditional etched illustrative detail for MidNight drinks cocktail boxes designed by Mucho

MidNight is an ‘innovative’ range of cocktail boxes that aim to “revolutionize the way people create cocktails both in bars and at home”. Design agency Mucho were commissioned to develop a packaging treatment and brand identity for MidNight that would “retain the tradition and elegance of cocktail making” whilst reflecting the new method of storing and serving. Based on the geometric reinterpretation of the ‘M’ and the ‘N’ Mucho created a system of triangles that mixes classic fruit engravings with bright colour to generate a ‘kaleidoscopic visual language’ and convey classic high quality and a contemporary cocktail experience.

 Packaging and branding with traditional etched illustrative detail for MidNight drinks cocktail boxes designed by Mucho

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.

Follow BP&O:
RSS
Facebook
Twitter

 Packaging and branding with traditional etched illustrative detail for MidNight drinks cocktail boxes designed by Mucho

More brand identity work by Mucho:

Packaging - Fisix  Logo - Síol Studio  Logo - Lo Siento

Facebook24Twitter19Google+2StumbleUpon1

  • richcousins

    Some lovely colourful packaging, really well executed. The only shame is that they didn’t explore a variation in design, layout or colour for each individual ‘flavour’!

    • http://wwww.bpando.org/ Richard Baird

      Completely agree, there’s variation in the images but the colour palette is quite overwhelming you really need to engage with the packaging to get to grips with each flavour. I did notice that the monogram colour does change but not sure it’s really enough at quick glance.

      You definitely get a sense of ‘brand’ in the unusual box form, pattern, layout and illustration so a colour change between flavour I wouldn’t have seen a problem. I’d have also loved to have perhaps seen a small foil detail to really nail the quality aspect.

      • richcousins

        Yer I see the subtle variations, but looking at the central image (with them all hanging/falling) they all look the same at a glance and it seems as if there is only one product in the collection, rather than many! Still like the look & feel though…