My old agency had Seagram's/Diageo as a client. 7 was one of our brands. We heard they wanted to redesign the bottle and wanted to submit ideas.
My main goal in my designs was to get 7 out of the rail and onto the shelf. I also wanted to leverage the great brand they already had. And, as a former bartender, I wanted to create a bottle that was easy to pour.
The one on the left was all about letting the 7 be hero while subtly hinting to 7&7 which is one of the most popular drinks made with the whiskey.
The middle was also about letting the 7 be hero and showing off the product.
The third (on the right) was about taking the existing brand elements of the type and logo with crown and modernizing it with a fresher color and die cut label.
