Fractal mash LAB · CGI

Fractal Mash Lab is more than a whisky—it’s a packaging experience designed to electrify shelves and ignite curiosity. This experimental label is a maximalist celebration of color, chaos, and visual storytelling, conceived for boundary-pushing spirits and bold design lovers alike.

Rather than shy away from “too much,” I embraced the idea that great packaging can tell a story in a thousand pieces.

In essence, this packaging challenges the consumer to interact, decode, and even play. It turns the act of pouring whisky into an adventure through color, chaos, and creativity—each visual layer crafted to surprise, amuse, and intrigue long after the last sip. Fractal Mash Lab whisky isn’t just about holding liquid; it’s about holding attention.

Through this layered storytelling, Fractal Mash Lab transforms the act of pouring whisky from routine to adventure. It’s not just a drink—it’s an invitation to decode, play, and discover, making it an unforgettable presence in the world of luxury spirits and progressive label design.