Design Agency Wins Whisky Label Award Through Analog, Location-Based Creative Process
By
Tom May
Toasted golden, schmeared with insight. Top of the rack.
Summary
The article describes how design agency Thirst won a prestigious whisky label design project for East London Liquor Company by taking an analog, human-centered approach. Instead of using AI or digital moodboards, the agency's creative team physically walked through East London neighborhoods to gather inspiration, textures, and materials from the local environment. This hands-on, location-based creative process resulted in a unique whisky label design that won 'Best Whisky Label of the Year' and demonstrated the value of human creativity over algorithmic design approaches.
Key quotes
· 4 pulledAt a moment when the design industry is debating whether AI will consume creative work wholesale, one agency won the brief by doing something refreshingly, almost defiantly, analogue. They went for a walk.
The project in question was the new East London Whisky from East London Liquor Company, the distillery's first foray into blended whisky.
When Thirst ditched the moodboard and walked East London instead, they created something no algorithm could ever generate.
One of the most talked-about booze projects of recent months very much went against the grain (so to speak).
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