Angostura Bitters
3D Modeling + AI, Copywriting, Packaging, Redesign
RECOGNITION
Graphic Design USA
60th Packaging Design Annual
Featured (p. 115)
60th Packaging Design Annual
Featured (p. 115)
2023 C2A Creative Communication
Beverage, Packaging —Awarded
Beverage, Packaging —Awarded
*Created in Cinema 4D. Rendered with Octane. No mockups in use.
BACKGROUND — Angostura® Bitters originally made a mistake when producing their product back in 1824, resulting in an oversized label. No other company would make this mistake which is why they kept the design flaw for its unforgettable appearance. Perfectionism only leads to a result you’ve seen before.
PROBLEM — Their label disregards consumers with it's overwhelming presentation and lack of visual hierarchy. Intending to reach a new audience of consumers, Angostura® is now targeting cocktail-loving millennials who enjoy hosting and crafting premium drinks.
SOLUTION — The label provides the next generation with an organized introduction into how Angostura turns drinks into cocktails. With distinct profiles, each flavor has its own typographic style while maintaining an overall system. The three lines of copy, below the flavor, give you a taste of how each bottle behaves. This represents how color is systematically presented.
ex. “...zesty lemon and lime with a sharp aroma,” the slash of green.
