Opinion by Richard Baird.
Karuizawa 1984 is a vintage Japanese single malt and single cask whisky imported and bottled exclusively for the Norwegian market. The first batch, a run of 577 bottles, sold out immediately. Karuizawa’s packaging, created by Scandinavian graphic design studio Metric Design, effectively conveys the age and provenance of the whisky, is sensitive to the Western market, and aware of and largely disregards category conventions, through the juxtaposition of a simple box design and iconic imagery, alongside an information rich and typographically dense label treatment.
StrangeLove is an Australian energy drink creator with a four flavour range made up of Ginger Beer, Blood Orange & Chilli, Smoked Cola and Bitter Grapefruit. Although mass-produced, each variety has been crafted to taste homemade using high quality organic ingredients, and developed in response to other energy drink brands who have failed to live up to their premium positioning. Keen to avoid the visual tropes of the category and secure a witty, eye-catching and original look, Marx Design worked with StrangeLove to improve on the illustrative brand character established by their earlier bottles using simpler compositions, plenty of white space and sharp copywriting.