A New Look for Applejack 86
Written By: Vision Creative Group
November 6, 2017
A Vision Creative Group client, Laird & Company, was honored with placement on a list for the best fall spirits and we couldn’t be more excited for them!
Our team was lucky enough to work on a refresh for Laird’s Applejack 86. Here is an overview of the project straight from the Creative Director assigned to Laird & Company, Larry Price.
What was the assignment?
The assignment was to create a new label for a product the client was reviving. Further, the assignment included tightening and bringing consistency to the brand. That is, there were several Applejack labels, each using a different logo. Our goal was to create a strong but flexible design that could eventually be rolled out to all their products.
How much creative freedom did the client give your team?
Creative freedom is always relative, since what we’re really doing is solving a specific problem, not imagining a wholly new thing or object. However, for me, it’s always a question of providing an appropriate solution, one that both solves the problem and gives to the client confidence. And in this case, we succeeded in doing both. The client was very good to work with. They understood where they wanted to go and communicated that very well to us.
How did the team come up with the design? What inspired them?
The design came from the client being able to articulate the relative contemporary vs. retrospective tone they were wanting. Understanding that relative pitch enabled us (that is, the designer and me) to settle on fonts, color, texture, etc.
What was the process like?
The process was smooth, for the most part. At the end, which is pretty normal, there were tiny revisions needed. No big deal. We’re so used to that.
Okay, tell us the truth – was there a tasting involved in the creation of this new label?
I couldn’t possibly comment! But Katie, who was the lead designer, used to tend bar, so she had a very good sense of what was both needed and wanted.