Seagram's 7 Bottle Redesign Concept

Another old one circa the early 2000's but I still dig the design.

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.

Crown Royal Ornament Concept

Another oldie... 2004.

Crown Royal asked us to create a holiday gift offer for them. We came up with the idea of creating Radko style ornaments in a vintage holiday box. We didn't think they would give away a box of 12 but for the concept we should a dozen.

The client loved it and decided to create one of each style. At the last minute the client changed to a crown and pillow ornament. But it was in the style we pitched and the box was the same design, however it only held one.

Still I liked how this concept came out and doing the photoshop on it was pretty fun.

my involvement: concept and design