The Design For This Whisky Comes From a History of Camouflaging Illegal Spirits


MadeBrave designed this beautifully detailed packaging for whisky brand Peatreekers.

“The origins of the peatreekers go back hundreds of years, to a time when renegades would pit their wits against government excisemen who were tasked with preventing the production of untaxed whisky, since the Malt Tax of 1725. Their history, and so the history of whisky, is dark, mysterious and shrouded in legend and myth. This was really the catalyst behind the creation of the Peatreekers brand.

MadeBrave designed the brand in its entirety, including the bottle and packaging for its first release, The Double Standard. This is a tribute to the officials who were tasked with preventing the production of untaxed whisky, but chose to turn a blind eye in return for an underhand bottle of illicit whisky.”



“Inspired by the dark side of the peatreekers history, MadeBrave developed a theme of dark swirling colours. Back in the 18th century, bottles of illegally distilled whisky were often hidden in the ground, which is reflected in the bottle design itself.

The solid black top half portrays the ‘bottle in the ground’ element, with the liquid hidden from view. As you near the bottom of the bottle, the golden whisky dazzles as it appears through the black to transparent gradient with a swirling smoke pattern overlaid in spot varnish, representing the burning embers from the smouldering peat fires and allowing the buyer to see the colour of the liquid itself. The colour black plays a key part throughout the Peatreekers brand as it was often a visual sign of peatreekers at work. ‘The Angels Share’ (liquid that evaporates) caused a chemical reaction with the surrounding plant life, causing the trees to turn a mysterious (but not harmful) black.”



“The box is a cylindrical half and half split, on a black uncoated paper, with white foiled text and a spot UV swirl pattern on the top half, to juxtapose the design of the bottle. The lid of the box is made of tin, with the Peatreekers seal (inspired by the blackened trees) embossed in the metal. The seal also features on a wax seal on the bottle itself.”



“Although the Peatreekers brand is largely inspired by a period in history often referred to as the Scottish prohibition, it’s a dram for the modern whisky drinker and aims to stand out from the crowd of heritage-focused whisky bottles often found on shelves. This was reflected in the contrasting styles of the packaging; marrying contemporary design with traditional throwbacks.

‘From idea to final product, MadeBrave added invaluable advice and support that has taken Peatreekers from a one page concept doc to a product that will compete for shelf space with Scotland’s top whisky brands’ – Calum Leslie, Founder of Peatreekers”



Designed By: MadeBrave

Client: Peatreekers.

Location: Glasgow, Scotland

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Golden Arches Go Green: McDonald’s Going Fully Sustainable by 2025

By: Bill McCool

There was a time, not very long ago, when every McDonald’s hamburger sandwich came packaged in styrofoam. There was also a time when people said “hamburger sandwich.” It was a dark period in human history.

But eventually, we all must put away childish things and McDonald’s ditched those non-biodegradable nightmares. Today, it looks like they’re going to take it a step further.

According to a press release, McDonald’s announced that by 2025, 100% of their guest packaging will be sourced from renewable and recycled materials. Taking it a step further, they will also attempt to recycle all guest packaging in their restaurants worldwide. Currently, 50% of their packaging comes from renewable sources, while just 10% of their restaurants recycle.

According to Chief Supply Chain and Sustainability Officer, Francesca DeBiase, “As the world’s largest restaurant company, we have a responsibility to use our scale for good to make changes that will have a meaningful impact across the globe.”


McDonald’s is no stranger to tackling sustainability. They first partnered with the Environmental Defense Fund (EDF) about 25 years ago, claiming they had scrapped more than 300 million pounds of packaging while reducing their waste footprint by 30%. In 2014, they teamed up with the World Wildlife Fund’s Global Forest & Trade Network program so they could source their packaging materials from wood fiber.

Consumers demand greater transparency from massive corporations. In the days of old, a company could make a charitable donation or adopt a highway and call it a day, but now 81% of millennials expect the businesses they frequent to practice good corporate citizenship. That means setting bold goals which could set a precedent across their respective industry.

DeBiase also says in the press release, “We look forward to doing more and continuing to raise the bar on what it means to be a responsible company committed to people and the planet.”

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Bill McCool
Bill McCool is a freelance writer based out of Los Angeles. Though new to the world of design, he has always been a storyteller by trade and he seeks to inspire and cultivate a sense of awe with the work and artists he profiles. When he’s not winning over his daughters with the art of the Dad joke, he is usually working on a pilot, watching the Phillies, or cooking an elaborate meal for his wife.Ωœ

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

How Design Is Giving American Politics a Brand New Look

Design in American politics doesn’t sound like it would be anything special—a little red, white, and blue, some stars and stripes, and you’re set. It’s practically what’s expected, so is there really any need to innovate beyond that?

Well, if 2017 was any indication, the answer is a resounding, “Hell yes.” And NYC design agency CBX truly took this to heart when designing She Should Run, an organization that aims to expand the talent pool of women running for office in the United States.

“They didn’t want to look all the way like a political campaign,” explained Lesley Stordahl, Creative Director at CBX. After all, She Should Run is so much more than that—it goes beyond pushing people to nominate other women to run for office but also encourages, motivates, and inspires women so they themselves feel confident enough to run. It’s no surprise that women are underrepresented at all levels in the 500,000+ elected offices across the country. And without women in these roles, the cycle perpetuates itself, leaving young girls without role models in political office.

So how could CBX design She Should Run to help change the culture of women in politics at its core? The answer was to make it welcoming.

“It was about softening some of the pieces so it feels approachable,” said Lesley. “I wouldn’t say feminine—just approachable.”

Lesley pointed towards the Obama campaign as one that truly achieved a design which felt accessible. “They did a great job of smoothing things out, with a deep blue and a deep red,” she mentioned. And the result is that people truly felt like they were a part of something and actually standing with Obama, rather than just voting for him.

“As we moved towards designing for women it takes some of the harshness and aggressiveness out of the pieces,” she added. Variety, from different fonts and a wider range of colors (like the coral used for She Should Run as opposed to a bright red) makes it all feel more attainable, not to mention modern.

But it’s a bit of a balancing act. Of course, you certainly don’t need American flags plastered all over something to indicate it’s something political, but you also can’t entirely forgo these elements in an effort to create something brand new. “When you try to push design into a whole new place, and if you don’t have some of those residual codes,” she said, “then someone may go right past you and not think you’re telling a political activism story. So how can we modernize them—feminize them if they need to be—and make them clear so that someone can take action from that moment?”

Making it inclusive is key—and this very well may be the defining characteristic of the role design can play in politics, in 2018 and far into the future. When applied to brand design as a whole, Lesley advises designers, “Appreciate that design is general. If you look to other industries there’s a blurring of lines of what’s traditional masculine and feminine.”

She Should Run is geared towards women specifically so female icons were used, but this still meant some careful consideration to often overlooked details. “We included all racial identities,” Lesley mentioned, “so we had to think about the figures, their hair shape, and the shape of the forms themselves.” The final look and feel is hardly the typical portrayal of femininity; rather, it represents strength in womanhood and humanity as a whole.

And this, in turn, ignites action.

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“People have lost sight of the fact that doing something can be very easy. There’s so much apathy and people feel like it’s so insurmountable to even fix anything,” Lesley added. “They want to fix it rather than participate in ways to change.” So in order to overcome this helplessness and immense overwhelm, political design must also feel doable.

She mentioned Alabama’s Senate election in which African American women in particular played a vital role in Doug Jones getting elected. “Black women showed up to vote, which sounds like a simple thing,” Lesley said, “but it was also such a big thing.”

“As we design for any marginalized group, we need to make it clear that there are simple actions you can take. It must feel intuitive, like you’re part of it,” Lesley stated. “It’s important for people to feel like they have done something in the most simple way possible. So that means design needs to be simple.”

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from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Beer Brothers Keeps It All In the Family


BramCreates have created the branding and packaging design for Preston’s very own Beer Brothers.

“We were first introduced to David and Phill (the founders) at a friend’s wedding. We got chatting over a couple of their dark beers about labels and logos. As one beer led to another, we realised we needed to give their beer the brand it deserved.”



“We knew the guys needed a straight-talking brand reflecting their Preston roots. It needed to be a world away from the hipster beer brands in independent bottle shops, and it needed a more commercial feel, ready for a wider audience.”




“This ‘stripped back’ ideology informed our simple black and white logo design. We carried this monochrome feel across the brand, pairing it with a selection of accent colours to distinguish each flavour and gave each bottle had its own customised design based on its name (something else we lent a hand on). That done, we rolled out it all out across the brand, twelve beer labels and a bespoke product brochure.”






Designed By: BramCreates
Client: Beer Brothers
Creative Director: Mark Higginson
Photography: Little Mark
Location: Manchester, UK

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Who Gives a Crap Makes TP Look & Feel Good

Imagine rolls of designer toilet paper you’re tempted to even leave a few extras out on display in the bathroom. While that might sound a little ridiculous—after all, who wants rolls of tp on display?—it’s exactly what you get with Who Gives a Crap. These rolls are designed by various illustrators who, in turn, make the brand just as delightful as it is practical.


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“We always start the process with a concept,” explained Danny Alexander, co-founder. “Our most recent holiday edition, for example, was ‘Naughty and Nice.’ For this, we looked for 6 typographers, and asked each of them to design one ‘Naughty’ roll and one ‘Nice’ roll. We tried to have a mix of artistic styles, ranging from the more illustrative styles of Timba Smits to the more typographic approach of Gemma O’Brien and Timothy Goodman.” From there, illustrators were given a color palette and a print template, but otherwise had free reign to create something amazing. The result? Funny and festive rolls of toilet paper that sold out during the holidays.





“Ultimately, we choose the artists we choose because we love their work, and want to trust in them to make something they’re proud of,” Danny continued. “The happier they are, generally, the happier our customers are!”

Of course, there are always challenges—but for Who Gives a Crap, it seems like their biggest one is a pretty good one at that. “The biggest challenge we usually face is keeping up with our own ambition! Every limited edition we put the pressure on ourselves to out-do our previous one, which is a hard pace to keep up. We’re always looking for new artists that will expand our visual range, and concepts that will surprise and delight our customers in new ways.”

When Who Gives a Crap started making lines of limited edition rolls, they used to keep the numbers small. Now they’re producing more, which also means earlier and more intensive planning to make sure distribution centers have enough in stock.



If limited edition rolls aren’t your thing, though, you can also order (or even have a subscription service) of their premium or recycled toilet paper. “Today, something like 98% of toilet paper is still made with virgin wood pulp, which is totally crazy,” Danny mentioned. “That’s why we’re committed to making our toilet paper as delightful as possible, without using trees.” Not only do they donate half of their profits to help build toilets (because they do, in fact, give a crap about it), but they want toilet paper to be inherently less wasteful. In fact, their first product, the 100% recycled toilet paper, continues to be their best seller.

They recognize what consumers want, though, and that’s soft, plush tp, which recycled rolls can’t really offer. “Recycled paper will never be as soft as the super-plush tree-killing brands, because every time paper is recycled the fibers are cut shorter and shorter,” he added. “So, while we think our recycled TP is super plush and lovely, there are some folks out there who demand something even softer. And if we wanted to get everyone to stop wiping with trees, we knew we needed another option.

“We found an amazing supplier of bamboo toilet paper, and worked with them to produce a premium, sustainable offering for these folks. It’s our softest product (softer than most virgin paper!) and we wanted to design the packaging to reflect the premium nature of the product.”

This premium line needed to be accessible and a little more luxe, so the packaging is a classy black and white pattern with gold accents—perfect for any bathroom.

Aside from truly listening to consumers, what also keeps this brand going strong is their ability to embrace humor. Even their successful limited editions got started as a joke amongst the team. “Our products are affordable, beautiful (if I do say so myself), and they make people smile,” Danny said. “Our brand name, the copywriting on the back of the package, and the design itself is all meant to be fun and engaging.”

By totally revamping the look of toilet paper and changing what goes into it, Who Gives a Crap has turned a relatively boring product into something enjoyable and eye-catching—while, of course, leaving plenty of room for potty humor.


from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Discovery Gin Aims To Be A Spirit From Out of This World


Venn Creative created 2017’s Cornwall Film Festival identity – and part of the overall project included creating some limited edition gin bottles that are sure to quench your thirst.

“The Festival’s theme was Discovery and we were allowed to go pretty wild with the identity. Everyone involved was really keen for this to be a memorable identity that broke out of the expected mould. It all hinged around a trippy space adventure animation we made for them:  

During the development the team at CFF came up with the idea of commissioning a gin. We thought it was a perfect fit – Gin has been having this incredible renaissance yet so much of the packaging has a foot in the past. Don’t get me wrong, there’s some incredibly beautiful stuff out there, but we love the chance to do something a bit different – which I hope we achieved.”



“The design of the festival hinges around these shapes – which represent aspects of the festival – flying through space. We were keen to get that space into the labelling, so keeping it clear was a must. It was a small batch, so despite a small budget we had the luxury of sticking these individual stripes on by hand, to really give them the impression of flying through the bottle.”


“In the end keeping the whole event coherent, but the gin as something that could stand on its own two feet was really important. So despite it being a festival label it’s got all the stuff you need to actually sell the gin on the labelling – so the guys at Atlantic Brewery (who showed an incredibly generous spirit when producing these) can sell them if they want without too much change needed.

So space age gin is what we went for. Did we succeed?”



Designer: Venn Creative
Client: Cornwall Film Festival
Additional Event Photography: Dom Weeks
Additional Event Photography: Mark Hooton
Brewer: Atlantic Brewery
Location: UK

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

These Sausages Come With a Uniquely Patterned Look


New Zealand agency makebardo designed this strikingly patterned packaging for Zamora, a local brand that specializes in creating gourmet sausages.

“We worked with our client Zamora to develop a packaging family for their new line of sausages. The value of this product is its premium quality, as the sausages are made from original recipes created by themselves; using natural casing with the best NZ ingredients, whilst also being gluten and dairy-free. We’ve worked hard to achieve a pack that highlights those values and differentiate from the competition through strategic decisions that in turn do not alter the cost of the product.”


“We’ve decided to work on the design of a ‘mother cardboard box’ instead of using the thermoforming usually seen in this category of products to give a personal and different approach. 

Through the design of the box we sought to create a system with a look and feel of a ‘collection’ as an analogy of a good collection of books. The principle idea is that when you taste one of these delicious sausages you will want to try the rest, just like the feeling you get when you are reading a good saga of books, you want to read the next one. This explains the layout we’ve proposed.”


“On the box we played with the typical elements of the brand: the pattern and the white and black colour palette with the silver foil touch on the stamps. On the labels we opened the visual identity of the brand, incorporating a palette of pastel colours that provides a fresh touch to the design, achieving a contrast with the mature palette. This creates a good balance between the traditional and modern characteristics of the brand ‘A brand that seeks to be young, but with a clear trend towards maturity’.

The last details of this packaging include a window that is shaped like half a sausage, inviting you to see the product. In addition, the matte finish both on the box and the labels provides the final touch on a product that emanates high quality from every perspective. 

We’ve achieved an extremely interesting and certainly distinctive pack in this category, and we are proud of it.”



Designed By: makebardo
Location: Queenstown, New Zealand

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Discount Grocer Aldi Teams Up With Timothy Goodman To Create These Awesome Limited Edition Wines

ALDI Timothy Goodman Wine Bottles

Discount grocer ALDI has announced its partnership with the acclaimed artist, designer and illustrator Timothy Goodman for the release of their limited-edition reserve wine private brand collection.

The reserve collection includes three varietals under the William Wright private brand. The range will include a Chardonnay, a Cabernet Sauvignon, and a Red Wine Blend.

Known for his bold, text-based murals, Goodman traded walls for wine labels to bring his signature hand-illustrated style to a selection of award-winning ALDI private brand wines.

Goodman’s work lifts inspiration from the origin stories and flavor notes of each wine to bring striking color and playful iconography to the bottles.



Designed By: Timothy Goodman

Content Via: Medium

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

An Iconic Tea Brand Takes On London And The Results Are Gorgeous


Global brand design agency BrandOpus has designed a new London Edition range of teas for long-term brand partner Twinings.

London is the place where it all began for Twinings. To celebrate everything they love about their home city, they have launched a range of teas dedicated to the city of London. The London Edition packs are focused around the unique aspects that make London so special; from the architectural landmarks and the vibrant theatre scene, to the diverse fashion and of course its impressive transport network.

Not short on inspiration when it came to designing the four themed packs, we took each pack in turn curating our favourite iconic London characteristics. Much like London itself, each twist and turn reveals a hidden layer; from the neon lights of Soho to a bustling Liverpool Street Station. The packs truly encapsulate the unique energy and buzz that allows London to be an eternal source of inspiration to so many.


These packs make the perfect gift for any Londoner to reinforce this we created an exclusive new gift bag structure. 

Twinings London Edition packs are available at Selfridges, airport duty free, and Twinings flagship Strand store. 

Paul Taylor, Chief Creative Officer at BrandOpus says, “London is a creative hub that inspires us every day in all aspects of our work. It was immensely satisfying being able to catalogue and learn more about our favourite London intrigues. We are extremely proud as Londoners to have created this tribute to Twinings and our wonderful city.”



Designed By:  BrandOpus
Location: London

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

This Grocery Store Branding and Packaging Aims To Reinforce Freshness


BRID created the packaging for Agrohub, a specialty grocery store that aims to serve its consumers with nothing but the best quality organic products. The rich green hues found throughout the packaging and identity system reinforce the freshness and organic quality of the brand, making for a standout approach.



“People often tend to forget the importance of healthy eating. From day to day it becomes harder to find grocery stores that sell 100% natural products for reasonable prices. Agrohub is a relatively new grocery store in the city of Tbilisi, Georgia. The owners are outdoing themselves to deliver the best quality, organic food to their customers. They promote the store as the place, where fresh meets healthy. With this message in mind, we want to educate population about the benefits of proper nutrition as a precondition for optimal health.”




“The mission of the project was to raise awareness about existing 13 vitamins, emphasize their role and importance for optimal health and promote organic food and a healthy lifestyle among the population.

We searched for the detailed information about benefits and functions of all vitamins necessary for a human body. As a result the role of each vitamin was determined. Finally, we created the visual icons of the vitamins relevant to their function and tried to make them clear and memorable for the customers. Finally we received the whole poster consisting of visual images of all 13 vitamins – V 13.”





Agency: BRID
Client:  AGROHUB
Creative Directors:  Ia Darakhvelidze, Nini Frolova
Art Director & Graphic Design: Ia Darakhvelidze
Copywriter: Toy roy Toidze, Kakha Jajanashvili, Nata Gonzalez
Illustration: Ia Darakhvelidze
Account Manager: Kakha Jajanashvili 

Special Thanks: Salome Gvelesiani

Location: Tbilisi, Georgia

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Teagrance is The Jasmine Tea Flavored Toothpaste With Beautiful Packaging


In a market of products that normally look the same, this toothpaste packaging stands out. Imaginaria Creative created the beautiful floral-inspired packaging for Teagrance, an all-natural toothpaste brand.


“Teagrance is the first all-natural Chinese herbal toothpaste with Jasmine Tea marketed in the U.S. and the first product produced for the Granny’s Remedies brand. This toothpaste optimizes oral health and ensures lasting fresh breath naturally.”


“We wanted the packaging to convey freshness with a clean, contemporary and upscale design while spotlighting the ingredient that sets it apart: Jasmine Tea. We think it’s a fresh breath of air in the category!”




Designed By: Imaginaria Creative
Designer/Creative Director: Cesar Sanchez
Client: Granny’s Remedies
Location: Texas, USA

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Feel No Guilt Sipping On This Colorful Herbal Drink


With the new year here it’s time to get those health goals in check. 24/7 is a herbal drink that promotes a healthy lifestyle with some eye-catching geometric inspired packaging to boot. Indonesian-based agency Visual Cast helped bring this refreshing drink to life.

“A healthy herbal drink tries to penetrate the urban market, aimed for young people with fast-paced lifestyles. The brand needs an appealing name and an eye-catching packaging to stand out in the cluttered supermarket row.”



“24/7 – twenty four seven – is a ready-to-drink herbal beverage positioned for the young and fast-pacing urban lifestyle market, hence the brand name. The product preposition is a simple and healthy lifestyle drink – rather than focusing on the medicated benefit which is surely less appealing for youngsters. So aside from using the word ‘jamu’ (Indonesian traditional drink from herbs) we created a new category called ‘herbal mocktail’.”


“Designs are rotogravure printed on shrink labels, color-coded to the product variant itself, in 7 cylinder. The packaging is made semi-transparently to reveal the liquid’s various colors, which eventually makes the liquid itself a part of the whole packaging design. Both the product and packaging colors are intentionally chosen to create a good combination, while maintaining the natural color of the herb itself. We worked closely with the client product R&D department to pinpoint the exact liquid color that we needed.”




Designed By: Visual Cast
Client: kitoshindo international biotech 
Printer: Uniflex Kemasindah 
Location: Indonesia

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News