Elmwood commissioned me to create a brand mark for ‘Amplify’ – a new alcohol-free spirit with a unique blend of botanicals, orange citrus, lemon, ginseng, juniper and lemongrass.
The pack concept was based around the creative concept of elevating all of your senses without limits. The vibrant background canvas was hand painted by artist Sophie Abbott, and the word mark had to sit alongside this, adding to the energy, excitement and attitude.
Multiple versions were created with a variety of writing implements in order to find an expressive stroke that captured the essence of the brand. The final marque was created by hand with a broad edged marker on heavily textured paper.
“We asked Dan to create a brand mark for Amplify; it was a tricky brief as the typography needed to balance artistic expression, a sense of freedom and modern craftsmanship. Dan nailed it and added real beauty to the brand and bottle. It was a pleasure working with him”.Daisy Crowder – Senior Account Manager, Elmwood