After an overall brand repositioning, Lamas Distillery wanted to redesign the labels on their whiskies. The idea behind the initiative was to highlight the distillery, rather than the names of their individual whiskies, as they had done in earlier versions.
The solution was to literally bring their logo to the center of the label, in a simplified version. The rest of the information, such as the name of the whisky, their style, aging process, and grading all gravitated around the Lamas name. The original 'seal' version of their logo was kept on the bottle's necklabel.
Print using pantone colors, the labels use a combination of black and gray for their background, as a way to give it a sober and elegant look. Each label, in its turn, has its own specific color, show with greater emphasis on the bottle's neck as a way to help differentiation on shelves and boxes. Over the pantone, the information on the front is applied with a matte white foil, giving the label a subtle and sophisticated finish.
Taking the triangular serifs and sharp corners of the font used in the logo as cues, the typefaces chosen to compose the label's complex hierarchy all share similar characteristics. Infini, a sans serif inspired by stone carving, was used for tittles and brand related copy, while Fazeta, with its vast set of glyphs and features, was chosen for body copy and technical specifications. Portrait Condensed, lastly, was used for information with a legally required minimum height.
The engraved illustrations on the background of each label has a direct relation with the whisky's purpose. Plenus, a single malt whisky, comes with a crop plant illustration while Nimbus, a smoked barley, comes with a steam powered train, a symbolic/nostalgic imagery from the region the whisky is produced, Minas Gerais. Verus, a whisky aged on port wine barrels, comes with a wooden ship and finally, for Canem, whose name is inspired by a famous Vinícius de Moraes quote, dogs.
"Whisky is man's best friend – it's a dog in a bottle"
Another detail that helps to establish the whiskies' sober and elegant aspect is the full black print on the back of the label.
The project was following Hauck Araújo's planning, and his supervision. Images were all provided by 42 Fotografia
