Three Variants: Product Line Name & Label Design
Three Alt Variants: Product Line Name & Label Design
REBRAND DESIGN One
REBRAND DESIGN Two
EXISTING PRODUCT
Alexander Murray Rebrand Concept An unsolicited personal exploration of an existing AM Mortlach label — reimagined as a weathered, artifact-like object, with an embossed griffin crest, ticket-stub die-cut banding, and a redesigned neck label.
Conceptually, the approach here was to maintain a traditional look and feel, yet introduce new elements, not only label specific but the introduction of an olive bottle giving the brand a fresh repurposed identity. Two shapes could be implemented to distinguish distinct variants.
Never proposed; an established, working label rarely gets budget for a voluntary refresh. But it’s always fun to reimagine.
