Derrick Lin


Manufacturer: Mori Gild
Creative Director: Johan Kallas, Mihkel Virkus, Aivo Arusaar
Location: Estonia
Project Type: Produced
Packaging Contents: Craft Gin Cocktail
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital Printing

Mori is a craft gin brand that comes from Tallinn – a medieval capital in Northern Europe. It’s a city with rich history, which has been a hotspot of trade, Gothic architecture, art and philosophy in the region. Mori celebrates this historic beauty and carries on in the spirit of these times.

The phrase “Memento Mori” comes from a medieval philosophy and translates to “remember, death comes for us all”. It serves as a reminder of ones mortality and a therefor a call to action to live well. Make each day worth, uphold yourself to the highest of standards and lend a hand to those in need.

The most archetypal depiction of this idea is the “danse macabre” or death’s dance. The dead and the living dancing hand in hand. Mori’s visual language is built around this central motif. The logo is cut revealing the bones beneath the flesh of the letter forms and the bottle features an original art piece – a modern take on the death’s dance.

What’s Unique?
We boldly combined two controversial ideas – death and alcohol and used our local historic Memento Mori Gothic philosophy and visuals to express this idea.