Onfire Design has won first place in the Dark Spirits Category at this year’s Dieline Awards. The brand also took out third place in the Luxury Limited Edition competition. The company received the awards for its work on the Luxerose Cocktail packaging which is an RTD offering aimed at young female millennials.
The process to design the packaging involved creating a unique set of three glass vials which, when chilled, can easily be dispensed at home or in bars. These were contained within a bespoke, colourful presentation case.
Matt Grantham, Creative Director at Onfire Design, drove the project. “A key design consideration while developing the visual was to blur the lines between high-end, premium alcohol and aspirational brands in cosmetic and lifestyle markets,” explained Grantham. “We always kept the focus on being memorable, fun and something that is irresistible and enticing to be picked up. The glass vials provided us with a tall and slender liquid container that is ideal for single serve pours. But the vials couldn’t be packaged in just any box, so a bespoke case was created that could serve as a keepsake after use.”
Luxerose packaging was acknowledged for its excellence in all five key elements of the judging criteria: Creativity, Marketability, Innovation, Execution, and On-Pack Branding.
Both Matt and Onfire Design managing director Sam Allan attended the awards ceremony in Chicago to receive the awards. “The cocktail and beverage category is a rapidly growing sector. To stand out a new brand needs to think a little differently and bring some innovation for a demanding consumer group that is always looking for something new. We’re so proud to be recognised. Not just for Onfire but also on behalf of our incredibly supportive client as well as the broader New Zealand design community,” added Allan.