Agency: Pencil Studio
Creative Director: Luke Manning
Illustrator: Alan Levett
Location: United Kingdom
Project Type: Produced
Client: Retribution Distilling
Product Launch Location: United Kingdom
Packaging Contents: Spirits, Rum, Gin
Packaging Substrate / Materials: Clear and Paper label on glass bottle
Printing Process: Reverse printing, Foil Blocking

At sea, time takes on a different meaning. Minutes can blend into hours. Hours slip into days. Days out in the vast, sweeping expanse. They say creativity comes from boredom. In order to pass the time and prevent boredom, sailors perfected the art of making tiny model sailing ships and putting them into bottles.

So like those sailors past using his many hours at sea Richard distilled all his knowledge and passion for the wild sea into his unruly spirits. And just like the sailors of past, we put a ship on the back label so that it’s seen as being inside the bottle. To be displayed on it’s side the bottle generates intrigue and takes pride of place on a mantelpiece.

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What’s Unique?
Using reverse printing on the back label we were able to give the feeling that the boat was inside the bottle, like the original ships in bottles made by sailors.