Within the textbook, there were many posters, logos, advertisements and book covers that were displayed but something crucial was left out. We see this everyday but not many people pay attention to it or do we? We need to include more package design within the textbook to showcase how a design can change a person’s feelings and persuade them in purchasing the item. An industry that continues to thrive is the production of alcohol. The labelling of the bottle and also the package design is very important as the item is seen to be high class and or looks like it has a high value. The design showcases how elegant the alcohol might be.
The mastermind behind a few famous liquor designs is a young designer named Chad Michael that has started his career by making his own studio in 2014; specializing in logos, branding and package design. He has won numerous awards as he worked in New York in multiple agencies as a art director and has mastered package design with his unique style, bold colours and use of high contrast. His designs showcase a clash of modernism, art-deco and surrealism. The works that have been made are meant to capture the audience’s attention by the use of colour, texture, contrast, scale, line and the creative use of typography. Most of his works are for liquor brands but the studio does design other things, for instance, they designed a whole deck of cards with a beautiful cover.
What makes his work really interesting is how he was able to incorporate many different styles within his work and create a harmony with them. There is high contrast with the choice of type that is chosen. For the Hywilde bottle, he chose a more modern approach with sans serif type and a geometric layout, making everything balanced and using hints of gold to make the whole design pop. Package design is very difficult as you need to make a unique design, determine the right colours and also make sure that it is printed properly on a certain material. During and interview, Michael mentions that,
“Finally seeing a design come to life and printed properly is the best feeling – it is why I only work in the world of print.” – HYDE.
Another aspect that makes his designs special are how he was able to incorporate the use of line, scale, hierarchy and colour. There are hints of geometrical elements, borrowed from art-deco to showcase a vintage feel and repeated these curved floral patterns within the piece. Since the lines are gradually changing from thick to thin, it captures the viewers attention right away due to contrast within colour and line. Though he has used these elements to enhance his piece, he was able to create a balanced design and explored different materials and finishes to achieve his final outcome.
Michaels work should be featured within textbooks to showcase how package design has influenced modern society and how important past art movements were. This helps us understand the use of type, colour and balanced composition.