Using mythology in a new product category
Deliverables
Brand Strategy
Visual Identity
Marketing Collateral
Packaging Design
Naming
Brand Guidelines
Eschaton is a flavored moonshine for adventurous spirits who seek uncommon experiences.
In the current landscape of flavored moonshines, there's a gap in the market for a product with more sophisticated flavors and branding that steps away from the established Appalachian aesthetic.
The success of brands like Liquid Death have also shown the appetite for novelty extends to every product category.
Discovery
Exploring the fascinating niche of alcohol packaging, I sought to innovate beyond conventional designs.
My curiosity was piqued by an encounter with Tennessee Shine Co's Hot Honey during a visit to Tennessee.
The exceptional texture and taste of this moonshine inspired a bold idea:
- What would an entire lineup of moonshines with this experience be like?
- What would it be like if Ole Smoky and Liquid Death collaborated?
- What if the brand was based on the four horsemen of the apocalypse?
I used ChatGPT to help brainstorm flavors, packaging concepts, names, customer profiles, and brand values. This created lots to work with and mold into something compelling.
Process
The haunting darkness of Francisco Goya’s 'Black Paintings', particularly Saturn Devouring His Son, was a perfect fit for the otherworldly and ominous aura being cultivated.
After creating a stylescape to dial in the visual direction, art was created in Midjourney. Goya's "Black" paintings and illuminated manuscript illustrations were used as direct references.
AI art isn't perfect (these results are no exception), but the imperfections add to the intended eerie, ethereal feeling.
Despite several trials with bottle mockups, the need for a custom bottle design became apparent. So a custom bottle design based on the Bulleit bottle was created. A drink made for adventurous people should be portable.
Outcome
Once the packaging was finished, it was time to think about messaging.
How does this brand sound?
Although adventurous, the bold and mysterious personality made the primary archetype obvious: Eschaton is the Magician.
Since it's inspired by Liquid Death, a bit of the Jester archetype makes sense as well.
Using these archetypes further contrasts the downhome Explorer and/or Everyman tone of its competitors.
Impact
While this project doesn't live in the real world, the positioning and concept are already proven by one of the primary inspirations—Liquid Death.
People are dying for brands that provide novelty and tell interesting stories.
Moonshine may not be as established as water, but consumers have accepted it as a category and it's ripe for something new and different.
Look at it on the shelves. Can you say you wouldn't want to try it?
