Cannes Lions

Luxardo

HERE DESIGN, London / LUXARDO / 2019

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Overview

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Credits

Overview

Background

Two gins, one Italian family. Luxardo has been making gin in northern Italy since the early 1900s. They briefed us to create new bottle designs for two recipes that would distil their background in a new visual on-pack story.

Idea

Luxardo is a family-owned liqueur company founded in historic Dalmatia, now based in Torreglia, Italy.

The London Dry is crafted using a recipe that goes back to the famous Ginepro di Dalmazia, produced by the family since the beginning of the 1900s and made using nine botanicals, including liquorice and bitter orange.

The new Luxardo Sour Cherry Gin is made using an infusion of Luxardo Marasca cherry juice combined with the London Dry distillate, creating a typical gin with strong juniper and spicy notes and a lingering cherry aftertaste.

To find our creative idea for this family-owned liqueur brand, we dug through historic archives, dating back to 1821, to create something resonant and evocatively Italian.

We researched their distinctively designed historical bottles and distilled their background story through a decorative, narrative and ornamented design that celebrates the world of Italian nineteenth-century life, while also appealing to contemporary gin drinkers.

Execution

We researched Luxardo’s distinctive historical bottles and designed decorative, ornamented labels that evoke 19th century Italy, with a contemporary twist.

We used a textured matt paper stock and heavily embossed type for the labels, incorporating gold foil for extra lustre. A hand-applied tax strip over the top of the cork gives the bottle a personal touch and creates a look that is both artisanal and modern at once - championing the premium spirit in a way that will undoubtedly appeal to modern day gin lovers.

Outcome

The final result for both bottles is an artisanal, textured, modern classic feel that both reflects the richness of the backstory and successfully represents the delicious high-quality liquids inside.