ℭ𝔢𝔠𝔦 𝔢𝔰𝔱 𝔲𝔫𝔢 𝔭𝔬𝔪𝔪𝔢. / 𝔗𝔥𝔦𝔰 𝔦𝔰 𝔞𝔫 𝔞𝔭𝔭𝔩𝔢. / 𝔗𝔬𝔥𝔩𝔢 𝔧𝔢 𝔧𝔞𝔟𝔩𝔨𝔬.
The Kolowrat family is a Czech noble family and also a producer of beverages made from the harvest of their own orchards. Like other products from their portfolio, Kolowrat Lemonade is a tribute to the first Czechoslovak Republic and the avant-garde art that accompanied this period. In particular, the art of René Magritte whose emphasis on the object and purity of colour surfaces became the main attributes of the entire range.
Unlike Cider Sasha and Cidre Leopold, this lemonade is more affordable and aimed at a wider audience. The emphasis is therefore on the craftsmanship of the product, shelf visibility and eye-catching packaging rather than on grandeur.
Creating the design involved digitally painting red apples, creating a handwritten lettering mimicking the style from the painting “Ceci n’est une pipe.”, the main title and accompanying text and branding.
The uniqueness of the design relies on the specific shape of the label, the hand-crafted elements and the idea of turning René Magritte’s message on its head. Because this isn’t just a picture of apples, these are apples (in liquid form).