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Objective

Create a packaging system for a brand of liquor by research
and evaluate the marketplace and target audience. By examining the marketing and branding of a product line, the concept and graphic style elevate a brand's product through packaging. Bad Medicine was established in Kentucky and launched to commemorate the era of Prohibition.

Approach

During Prohibition, many underground bars emerged in the United States. Liquor was even packaged as medicine for sale. We used some illustrations of skulls to emphasize the demonization of alcohol products during Prohibition. The laser-cut wooden packaging box gives a sense of the prohibition period. The label is designed by imitating the doctor’s notes. Although Prohibition is gone, we can still know the story behind the bottle.