Creative Agency: The Republik
Creative Director: Robert Shaw West
Art Director/Letterer: Matt Shapiro
Assistant Designer: Brandon Guthrie
Copywriter: Neil Hinson
Project Type: Produced, Commercial Work
Client: Graybeard Distillery
Location: Durham, N.C., USA
Packaging Contents: Vodka
Packaging Substrate / Materials: Glass
Printing Process: Silk screen

To reach the intended target market, spirit drinkers looking for something new in vodka, especially those who don’t identify with many of the current vodka market brands, Bedlam will cultivate an “outsider” identity. Entirely hand-lettered, the bottle carries extensive messaging, including such mottos as “Vodka need not burn,” “Perfected by our ancestors, seven centuries ago,” “Spirits are our birthright,” and “Forged by noble monks.” The design style is described as somewhere between “rustic” and “punk.” The bottle is silk-screened with a 20% tint of black and cool grey 6.