- Label design
- Art direction
The product refers to the traditional distillation of tsipouro by vineyards Tsoutsanis.
The aim of the design was to create a different label that encourages people (consumers) to start a debate, a funny one. The visual approach aimed at referring to the joy of the soul and the spirit when consuming this alcoholic extract.
The belief that tsipouro helps fight small viral infections due to its alcoholic volume was the main trigger for its naming; “The Medicine”!
Since the producers also have a parallel activity in the medical field and the product was named “The Medicine” it brought to mind old packs and vials of medicines from which we kept their minimal design and dosage indication.
We associated the product’s name with the medical industry by using the red-black dichotomy and the integration of the cross that dominates over the name. We created a package that aims to communicate the concept of happiness of soul and spirit rather than its traditional distillation.