visual identity for moonshine bottle

Bootleg branding is a fresh approach in unifying all kinds of packaging used by small producers. 0.7 or 0.5? Volume is all you need to know, when buying moonshine.

Please drink bootleg legsponsibly.

There is a moonshine culture in Lithuania and it’s no secret. Part of this illegally produced alcohol is of exceptional quality, brewed only for close friends circle. But law forbids producing and selling of moonshine, constantly hunting for violators. Customer, buying small quantity of quality bootleg, always feel unease. Furthermore, since January 2018, all alcohol depictions, ads and any kind of encouragement is banned by government, culminating in ripping out pages from imported magazines. To help small local traditional moonshine producers, I created unified visual identity for bootleg packaging. On the glass bottle only volume of moonshine is displayed: 0.7, 0.5 or 0.2 litres. Nothing else. This approach solves multiple challenges at once: firstly, quality Lithuanian heritage product is no longer poured into ragtag bottles, plastic containers or even jars, souring tasting experience it deserves. The benefit for producer is obvious – he stays unidentified: no address, no brandname. Such visual identity serves as a statement against government over-control as well: free man should have a choice what to consume and to read magazine, even if it has a picture of bottle inside. 0.7 also plays with local slang, used by many – zero point seven and zero point fine are used as a code words for which size of bottle you are talking about.

2019
client: anonymous

photos by:
Darius Petrulaitis

www.petrulaitis.lt