Packaging and Branding: Magpies

Problem: Create a packaging and brand solution for a food or beverage item. The solution must include a variety of three different flavors. 

Solution and Reasoning: I chose Irish Whiskey because whiskey tends to have a masculine stereotype around it, and the brands out there play off this masculinity feeling. Because of this stereotype, I chose to create a more femine branding. The femininity is illustrated through the use of colors, font choice and packaging design. Keeping on brand with all things Irish, the use of celtic knots are used throughout the branding. Additionally, the name “Magpies” was chosen because it is an Irish superstition that two Magpies together bring good luck (and who doesn’t want a little luck in their life?). Because of the kind of nests Magpies create, the whiskey is packaged in a straw/hay like substance to create the feeling of a nest. When I think about the different factors around drinking Moonshine, I think about a bunch of friends gathering around a bonfire and having a great time in each other’s company, stress free. Because of this, I was inspired by Moonshine to place the whiskey in mason jars instead of regular bottles–I want consumers to think of a good time when they think of Magpies.