Design: Jack Hawkins
Project Type: Produced
Client: Tip Jar Fund
Product Launch Location: Australia
Packaging Contents: Negroni cocktail
Packaging Substrate / Materials: Glass bottle, paper label
Printing Process: Digital Printing
Tip Jar Fund – a hospitality relief fundraising money for individuals affected by COVID-19 wanted to offer a bottled cocktail to help raise funds for their cause. Jack Hawkins was tasked with creating and building the brand and packaging and all assets in under a week.
The product needed to find a way to stand out on shelf in the sea of homogenized bottled cocktail packaging that already exists. These almost all follow the cosmetic industry trend of using a minimal white label with minimalistic industrial style text. Jack Hawkins believes cocktails are meant to be fun and exciting, they should make you feel like you are taking part of something- experiencing something unique ina glass. Bottled cocktails should be the same, and the boring white labels that dominate most bottled cocktails harm this experience in a cheap attempt to feel premium at the sacrifice of bringing joy.
Jack is a multi-disciplinary creative director and was up for the challenge. He built the brand, structure, label, designs assets, and 3D molded pack shots singularly in under a week.
The finished product pre-sold 850 units.