The London agency’s award winning packaging design will be on display at HOW Design Live, one of the largest annual gatherings of creative professionals in the world, taking place in Chicago, until Saturday May 6th.
The Dieline Awards recognise the best packaging design from around the world.
Telling the Story Through the Theatre of packaging
The Newmarket Gin celebrates the history of racing at Newmarket and was created for the Bedford Lodge Hotel and Spa by Master Distiller John Walters, who runs an independent small batch copper pot distillery three miles from Newmarket.
The hotel, based in Newmarket, Suffolk, was built as a hunting lodge in 1820 for the Duke of Bedford and has passed through the hands of many well-known racehorse owners since then.
The packaging design, created by Nude, is inspired by the Newmarket racecourse, as well as English photographer Eadweard Muybridge’s pioneering work in the study of the running horse. The frosted glass gives a tactile feel and provides a binocular window to spy the running horses on the back of the glass. The horse featured is a recent winner of the 2,000 Guineas at Newmarket. As light refracts through the liquid, a sense of movement is given to the illustration, bringing it to life.
The paper label at the base of the bottle bears the signature of Master Distiller John Walters, as well as information about the crafting of the spirit, displayed in a way that is reminiscent of old horse race betting slips. The bottle is sealed with a real wooden stopper.
Nude Partner Bernard Gormley says: “Each collar is handmade in Newmarket by Gibson’s Saddlers, a family-owned company founded in the early 1900’s. Gibson’s supply racing saddles to Her Majesty Queen. The shade of leather on the leather collar is the historic Newmarket Tan, once used by traders to determine the destination of carriages during its days as a major market town. The stitch detailing and metal button echo the craft of leather riding equipment and the ribbon tag is in the Newmarket stripe used for equine blankets.”
The results of The Dieline Awards were announced at HOW Design Live on May 2nd.
Source: Nude Brand Creation