Rawdon’s kombucha uses the finest ingredients which they infuse with combinations of herbs, spices, flowers, dried fruit and dried vegetables to create each unique flavour. Based in Featherston in the South Wairarapa, the client wanted the labels to showcase local places and the hand crafted nature of the kombucha.
We wanted each label to be a piece of art, placing the brand name consistently on all labels, but having fun with each different label. We started with the Trankling Tararuas label. This label was to reflect the local Taraurua mountain range. This strikingly beautiful label is simply executed, immediately highlighting the rolling Tararua ranges. The colour graduation showcases the colours of a sunset as well as the flavour profile of carrot and cranberry perfectly.
The second was the Tauherenikau Twister label which was to showcase fishing the local Tauherenikau river. This attractive and mesmorising label draws you in through the stunning twists and turns of colour to reveal the fisherman fly fishing. The twisting river has been made up from a beautiful range colour colours that reflect both the water and the flavour profile of the drink, with yellow to represent the lemon grass and lime notes, while orange captures the ginger flavour.
The third label is for Remutaka Ruby. This label is about reflecting the old fell engine that use to travel over the Remutaka hills. The Remutaka Ruby label uses a minimalistic illustration style through limited colour and tones. The steam train is illustrated on a dynamic angle, showing perspective. The train is made up of deep ruby reds for shadows through to a bright red for highlights. These colours represent the ruby flavour notes.
Rawdon’s has grown their offering to include small batch beer and cider so we crafted their logo to reflect that by changing it to Radon’s Brewing Company. We then designed the new labels with a fun, vintage look that feels premium and memorable.
For the beer label we created a mash up of a military man to give a nod to Featherston’s historic army camp with an octopus head to represent the south coast. The top of the head has been replaced with a bell jar to offer an insight into peoples brains, thoughts and conversations while drinking beer. We love the idea that beer opens up conversation, creativity, feelings and memories. Conversation can go from weather, shown through a vintage weather vane, music shown through a gramophone, cogs, wheels and the gauge show the inner workings of thoughts and offer a slight steam punk nod. We placed the moustache from the military man onto the octopus to add more humour.
The label is cream to add a sense of old vintage newspaper. We then partnered this with a gold logo, type and label frame to feel elegant and refined. We crafted type for Pilsner with a vintage, decorative feel to tie in perfectly with the art work. We placed the collage inside a diamond shape to add a point of difference to make the label more memorable.
For the cider label we wanted to add a feminine aspect to the illustration to connect with all the female cider drinkers. Cider originates with the Celts in Britain who made cider from crab apples. We started with an English queen siting on her throne as a nod to the English heritage of cider as well as a representing monarchy which is about unity, pride and recognises success and excellence, like the hand crafted cider. Her head is replaced with a pigs head to represent the owners pet pig. The queen is proudly holding an apple and an arrow instead of her usual royal sceptre and orb. The apple features a tap to get the juice from. Adding the tap adds a nod to surreal, like the bell jar on the octopus’s head, and adds an aspect of humour to the label. The arrow, and the bow placed behind her throne are a tribute to the story of William Tell, the expert marksman who could shoot an apple off a child's head. We added apple blossoms and leaves into the queens headpiece to reinforce apples. Together this feels like it’s part of the new Rawdon’s products while telling it’s own unique story.
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Lulu +64 21 387 020 Mike +64 21 866 280 - firstname.lastname@example.org