SOME THINGS ARE UNGRASPABLE,and, contrary to popular belief, they begin with the particle “un”. Such was the case with the Angels’ Share project from PPB: a new product, a new metaphorical name from the client. Angels’ Share refers to the portion of alcohol that evaporates during barrel aging. It is impossible to capture or quantify. The project began as a request for a non-commercial design. It sought not a fixed authorship, but the perfect recipe through trials, notes, and personal insights. Rather than a commercially manufactured product, it aimed to create a “home-brewed” version, notable for its particular smoothness. |
SIMPLE NATIVE SOLUTIONScome from careful, diligent work. Occasionally, they call for a metamorphosis. Take, for example, the process of leaving behind the habits of a skilled calligrapher and designer to become an inspired brewer, searching for their own brewing “golden ratio”. Such a person records all insights and ideas in a journal. We are, in effect, just watching him and recreating his artistic handwriting. The name appeared so expressive, as if it contained a host of extra visual cues — wings, feathers, hearts. But finally, we chose to retain in the design just the words and their meanings as the core, along with the lingering aftertaste they leave behind. |
93% NATURAL —a true reflection of the recipe for the developed packaging design. The entire front panel, apart from the typographic brand name, was hand-drawn and lettered by the designer. If you feel that some of the letters are slightly crooked or the lines uneven, and that they could be done better — it’s not your imagination. It was designed that way. This purposely relaxed handwriting emerged from a series of trials and different approaches. All other drafts, however, evaporated like the angels’ share, leaving this version for production. The project was ultimately realized in two formats — glass bottles and cans. |
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The Project |
The Case |
