Brand Packaging

THEWHITE SPACE ABy Peter Clarke bsint he

Six packaging concepts worthy of the spirit’s epic story

nce beloved, later demonized, banned for nearly a century, and now legalized, absinthe is a spirit in search of a package worthy of its Oepic story. Originally conceived by a French doctor as a cure-all medicinal Vindicated through modern research, absinthe has once again tonic, absinthe became the spirit of choice within the Parisian been legalized for consumption. The United States lifted its café society of the late 19th century, a period to become known ban in 2007. However, consistent with the image that led to as La Belle Époque – the beautiful era. Due to its potency (up to the spirit’s banishment, many modern day absinthe packages 140 proof), absinthe was commonly diluted with chilled water portray a scary, dark and arguably demonic look. Of those to release the fragrance and flavors within its aromatic herbs. packages that didn’t go dark, most lack distinction as they are Stories of the time evoked tales of the “green fairy”, a provocative, commonly sold in a Bordeaux bottle. mystical woman with magical powers who would appear out of the cloudy perfume. For famous artists and intellectuals, absinthe As with the famous artists of La Belle Époque, the green fairy was their green muse, the nectar of the poets, the vehicle to called upon Product Ventures and we tapped our graphic and introspection and the means to enlightenment. structural package design talents to rediscover, capture and unleash the true essence of this intoxicating and misunderstood By 1910, French consumption of absinthe rose to 36 million spirit. We conducted extensive historical research, interviews liters per year, and it pervaded all classes of society. But spurred with master mixologists, contextual immersion into Parisian by the temperance movement and the efforts of the wine cafés and retro speakeasies of the Prohibition era to develop six industry to regain prominence, absinthe was publicly linked with design themes that capture absinthe’s multifarious nature. Each violent behaviors and was declared a hallucinogen, leading to the theme inspired distinct graphics and structures and unique near-worldwide ban of the spirit that forced it underground and brand names that work in harmony to translate absinthe’s story led the green fairy to vanish for nearly a century. through compelling and memorable package designs.

22 www.brandpackaging.com NOV11 AUTHENTIC > The concept TARTS & DANDIES is reflective of the Art Nouveau style of La Belle Époque with its illustrious posters and organic filigree. The package captures the heritage of the spirit’s heyday and gleans inspiration from the elegant accoutrements used in the ceremonial service of drinking absinthe.

< UNINHIBITED This theme conveys absinthe’s status as a beverage with alleged psychotropic effects and as the catalyst to introspection, self- expression, pleasure and satisfaction. The concept of ENCHANT suggests the psychedelic effect of this intoxicating spirit and its ability to release inhibitions. The faceted nature of the bottle creates various reflective interpretations, conveying a premium look similar to fine crystal stemware.

MYSTICAL Inspired by the fable of the green fairy, this theme hints at the illusion that the spirit will take you on a journey to a mythical world. SARABITHIA captures the essence of fantasy with its elfish details—a vinework necklace, finial closure, and a tree hollow-inspired black label with arched brow. The green fairy is applied as a holographic stamp enabling her illustration to glow.

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EXCLUSIVE > This theme suggests that only those who have the means can acquire this premium-priced and once-banned alcoholic beverage. As absinthe was outlawed in the U.S. just prior to Prohibition, PARADOX and L’OR are two concepts that embody the Art Deco style of that time. Paradox’s graphics are a personification of this misunderstood spirit through the depiction of an ornamental gateway with labyrinth details. L’OR’s use of “140” (below, right) communicates the proof of the alcohol while suggesting that it could be an exclusive address to a speakeasy. As absinthe is commonly served by drizzling chilled water across a sugar cube resting on a slotted spoon, L’OR’s cap includes a component that converts into a slotted spoon which promotes the celebrated ceremonial ritual.

PURE The concept of MORTIER & PILON is inspired by absinthe’s medicinal origins and natural herbal ingredients. The package is reflective of an apothecary- style bottle with glass stopper and metal nameplate. The name is French for ‘mortar’ and ‘pestle.’

Peter Clarke is the founder and CEO of Product Ventures, renowned design agency to the world’s leading companies and their best known brands. Clarke has been called “the packaging design guru” by BrandWeek. He is sought after by the media and has been featured on CBS ’ The Early Show, Fox Business News, and as a design blogger for Fast Company.

24 www.brandpackaging.com NOV11