2020 | Professional

MUSE Design Awards Silver Winner

A Journey through Hell

Entrant Company

LP/AD

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

9 di Dante

Country / Region

Canada

To change perceptions around drinking vermouth, we first had to change its narrative. Due to its versatile nature, many cocktails are made with vermouth and consequently, it’s been primarily seen as an ingredient more so than a standalone drink. The design of the 9 di Dante Inferno vermouth bottle sought out to take the spotlight of the cocktail world, by dripping in a shroud of mystery.



The design of the bottle holds a wide stature at the shoulders, to symbolize its independence and authority. The art style encompasses the botanicals and herbs used to create the drink while simultaneously linking it to the brand narrative, an ode to Italian literature, Dante Alighieri’s Divine Comedy. The 9 circles, while illustrated as botanicals on the bottle also characterizes the 9 circles of Hell that Dante travels through. Cardamom symbolises the circle and sin of Lust, while Tansy signifies the circle of Violence. It’s a story within a story in the experiential journey of drinking 9 di Dante Inferno.

Credits

Client
Alejandro Ouziel
Creative Director
Erin Rodness
Creative Director
Alex Shifrin
Planner
Sasha Zaprudska
Copywriter
Rinita Barua
Digital Planner
Matt Hoffman
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