If, sometimes in this century, you have been to a bar or stray in a wine shop, you are likely to be familiar with stranger and stranger, even if you know nothing about yourself. Possible, although, which you talked: Why, in your efforts for spiced rum, did you buy Kraken and not the captain Morgan? A possibility is that you have a planted palate and know exactly what you want. Others are more simple: you want spiced rum, and Silken Bottle – with a teenager octopus and the tentacular waistle-handle – look cool, and so you bought it.
Is this rum good? Strangers and strangers ignore that. “It didn't really have anything to do with us,” says Kevin Shaw, the 64-year-old Britain who ploted the design. “It's better to have this good fantasy about it,” he said. They get a description of what it takes to taste like, and that's enough. “I don't want to know that it can taste like crap,” he said, and he sure he doesn't know. What he knows, maybe better than anyone alive, and probably dead, how to tell a story about booze.
“It's like a greatest plumber in the world,” Shaw said. In the world of spiritual producers, strangers and strangers are Rihanna; In the universe that is greater than all, no one knows they exist. “I was surprised if most of the barners heard about them,” Charlotte Voisey, executive director of the cocktail foundation, a group of spirits. And yet they work anywhere. “They work with all“Says Mark Byrne, co-founder of Good vodka. (They work with good vodka.) The company, says Simon Ford, co-founder and co-cresator at Fords Gin, who “changed the face of spirits.” (They don't work with Fords Gin.) “If you cross backbar 20 years ago, it's so beautiful,” he said. It was a showy and slick, which, at that time, exciting. “Exceptional and stranger type of guidance of return on craft paper,” Ford said. “Think about emboss. Consider printing. “You see their effect anywhere.” Now, if a brand is in trouble and they think it's a label error, “he said,” The number one place they wanted to take the phone (and call) stranger. ”
Story preferences want to say about himself is so simple: he's a wine auction in 1994 in London, and his friend, a fellow wine that is bad. “I said, 'Well, we can do something about that.'” At the time, he was a graphic designer who works in the Dell campaigns. He found it boring, but it was too heavy – “I mean, just a great amount of money, as he shawled in the shawo's own. Labels. He told them well; he'll do it for wine. They sent a truck that needed Shaw to dedicate a room to his house, and he drank it in the next 10 years.
The first job he did for them with triple sales. “Wine is the same. The bottle is the same. It's just the effect of this little green square sheet.” At the time, wine labels are bad. In fact, Shaw goes to a step further: they are very bad. They do not always include basic information, such as what kind of wine in the bottle. Often, they are in French. People feel like wine, shaw feels, that they don't understand that most of the normal people know how much they do what they do in the wine store. They spent seven seconds to make decisions. “If you want to appeal to modern-day consumer, you need to do things bold and simple and easy to understand,” Shaw said. His radical idea is that the label should be effectively informing what wine is, and what a person needs to do. “Nothing is deeper than that.”
Whatever really put the company on the map, however, a label he created a few years ago. “Short, like all good shorts, just too simple: an old argentine winery wants to notice.” He has a vision for a lenticular label – the lens creates the action and depths with two tango dancers, which has never been; No lenticular label in a bottle of wine before, maybe because it is crazy. Took the shaw and her partners in a year to find logistics. Because lenticulated labels cannot and still cannot undergo labeling machines, they must be used by hand. It requires the wine to “use an entire village,” he remembers, never last ended for a long time, but “gives me a real nature of thinking anything.”
It sometimes fails other people, because, in fact, anything not possible; You should argue with outdoor forces, such as the limits of physics. For gravel bottles – the first part of the Spirits company – Shaw originally wants eight neck loops, like giant lights, it is based on a giant squid. “Unfortunately,” there is no physical way you can do it, “he said, it sounds a bit disappointed.” They can be stuck in the mold, and they can be taken. “
These days, despite Shaw's wedding in Vinegaraker Virginia Marie Lambrix (he did some of his labels), 90 percent of the stranger's business, “more interesting” than wine. “Most wine problem is that people, rarely put wine bottles,” he sighs. Wine business has no margins to support it. But in spirits, there are resources. “Nine percent-nine percent of brand brands we want to make a unique piece of glass,” he said. “If we set these crazy things, CAD guys” -The people who make technical specs- “always, like horror,” Shaw said. Their panic is what he has done: Clients go to stranger and stranger because of projects such as Tequila in Chicas, which are wrapped in each axis “and removes engineers in the ambush of” irregularly in 1,000 hours of dispute. “It's a perfect-fashioned supidy my French-mindfuck to try out how they get these things from a mold at speed,” Shaw said. “This is an incredible set of expert knowledge.”
Despite the depth of the stranger's portfolio and stranger, or maybe because of this, it is difficult to obtain an exact handling of the credit company contributions to the backbar, even by itself; It is safe to say design designs to many thousands. The company has 38 employees working at approximately 60 projects that the company will go at any time.
The client list includes Jack Daniels, Dewars, Don Papa, Bushmills, Italicus, Howler Head and Martini & Rossi. They do by bottle of carota cocktails. They do labels for Snoop Dogg in 19 crimes. No company has been made more to see the view of drinking, and however, if it succeeds, it should be unknown. Shaw shaw encourages the company without recognizing fixed style. “You can't be an aesthetic of this business,” he said.
“I am in the past as it is like, 'Oh, I bet it's strangers and strangers,'” Voisey said. “Nothing is specific,” he said. But if he sees a bottle that is not like something he has seen before, if the form is new or the glass etching is different, he or she has a mind. “It's like, because as a change in bottle plot, it's a stranger and stranger.”