Interview about Mugo Bottled Soda Label, winner of the A' Packaging Design Award 2023
Mugo soda consists of four types of drinks that are Mocktails, Lemonades, Spicy syrups and Energetics. All the recipes are exclusively invented. The original approach in Product creations requires similar approach in Packaging Design. The solution to this problem is a Typographic one. It is based on the design of the classic label of traditional expensive alcoholic beverages, but in order to present the originality and novelty of the product, with a significant rethinking of the classics. The multi-layered and contrasting design structure makes design individual and remarkable.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe creative process behind the *Mugo Bottled Soda* label began with a clear goal: to blend the heritage of classic, high-end alcoholic beverage labels with the modern, innovative spirit of a soft drink brand. The challenge was to create an identity that felt familiar and luxurious, yet fresh and unique.First, I analyzed traditional labels from premium alcoholic beverages, noting the recurring elements: ornate typography, intricate borders, and classic symbols of refinement. The task was to extract the essence of these elements but with a modern twist, stripping away unnecessary details to make the design feel more contemporary.The concept of a multi-layered typographic structure was central to achieving this balance. For the main brand name, I chose a classical antiqua typeface. This typeface provided a sense of tradition and sophistication, echoing the luxurious feel of classic labels. However, to create a contrast and highlight the innovative nature of *Mugo*’s product line, I paired this with a strict grotesque typeface for the secondary text layers.The result was a combination of timeless elegance with a modern, minimalistic edge. The contrast between the antiqua and grotesque typography emphasized the layers of information—product names, flavors, and icons—without overwhelming the viewer. Each layer was carefully structured so that the design would remain legible and impactful across different bottle sizes and packaging formats.Additionally, I simplified the overall layout, reducing the ornate elements typically found in traditional labels. This allowed the design to feel fresh, easy to recognize, and scalable across the entire product line. The final label design reflects both the heritage of fine beverage packaging and the bold, experimental nature of Mugo’s flavors, striking a balance that is at once sophisticated and inviting.
Balancing the traditional luxury cues with contemporary elements in the *Mugo Bottled Soda Label* was a key challenge in creating a design that feels both familiar and revolutionary. To achieve this, I started by examining the core principles of classic alcoholic beverage labels—sophistication, elegance, and a sense of heritage. These elements often include intricate typography, high-quality paper stock, and symbols of craftsmanship. To evoke this luxury, I used a classical antiqua typeface for the brand name. This choice connected *Mugo* to the rich traditions of fine spirits, making the product feel refined and high-end. However, to distinguish it from alcoholic beverages and emphasize its position as a modern, non-alcoholic offering, I paired the traditional type with a strict grotesque font for the secondary text. The grotesque font's clean, geometric forms provided a contrast to the ornate, traditional style of the antiqua, representing modernity, clarity, and simplicity.The visual contrast between these fonts helped create a layered, dynamic typographic solution. The antiqua evoked timeless luxury, while the grotesque typography made the design feel more accessible and in line with contemporary trends, perfect for the modern consumer looking for a fresh and innovative beverage.Additionally, I stripped away the complexity that typically accompanies traditional labels, simplifying the structure to a more minimalist approach. This reduction in ornamentation allowed the design to feel sleek and refined, while still being easily readable and functional for a diverse range of bottle formats.By combining these contrasting design languages—classic luxury and modern minimalism—I was able to create a label for *Mugo* that feels both familiar and innovative, appealing to a new generation of consumers who seek both quality and originality in their beverages. This dual approach, drawing on both tradition and contemporary design, set *Mugo* apart in the soft drink market.
To maintain visual cohesion while differentiating each product type in the *Mugo Bottled Soda Label* system, I focused on creating a strong, unified design structure that allowed for flexibility within each beverage category. The core design elements—such as the simplified traditional label structure, multi-layered typography, and minimalistic aesthetic—remained consistent across all four categories, providing a cohesive visual identity for the entire brand.However, to differentiate the product types—Mocktails, Lemonades, Spicy Syrups, and Energetics—I strategically applied color coding and unique graphic icons, while maintaining the overall design language.1. **Color Coding:** Each product category was assigned a distinctive color from the brand palette. The use of specific colors for each category (such as a vibrant color for mocktails, a refreshing hue for lemonades, a warm tone for spicy syrups, and a more energizing shade for the energetics) allowed customers to instantly recognize the flavor profile and differentiate between the drinks. This color differentiation was carefully chosen to be bold yet aligned with the brand's minimalist aesthetic.2. **Iconography:** To further differentiate each category, I introduced subtle, but meaningful icons within the design. For example, each product had its own unique icon that represented its essence—whether it was a stylized lime or citrus for lemonades, a spice or herb motif for spicy syrups, or an energy bolt for energetics. These icons were integrated into the label design, layered under the typography to reinforce the uniqueness of each beverage while keeping the overall look clean and refined.3. **Layered Typography:** While the typography structure remained consistent across all products, the second layer of the typography—the taste identifiers—was customized for each product. For instance, the word "Mocktails" would have a slightly different visual treatment than "Lemonades," with subtle adjustments in weight, spacing, and placement. This maintained the visual balance while giving each product category a distinct visual identity.By combining these thoughtful design solutions—color, iconography, and typographic variation—I ensured that each *Mugo* product category had a distinct personality while still fitting into a unified system. This allowed the brand to express its diversity in flavor and product while staying true to the sophisticated and minimalistic design ethos that defined the *Mugo* identity.
The decision to incorporate tactile elements into the *Mugo Bottled Soda Label*, particularly through the use of the Congreve printing technique, was driven by my belief in the power of multi-sensory design. As a designer, I have always been fascinated by the way physical interaction with a product can enhance the emotional connection between the consumer and the brand. With *Mugo*, I wanted to create a more immersive and memorable experience that would elevate the product beyond just visual appeal.The Congreve technique, known for its ability to create a unique texture through raised printing, was chosen because it aligns with *Mugo*’s concept of marrying traditional craftsmanship with modern innovation. The process of Congreve printing adds a level of sophistication and tactile interest to the label, giving it a premium feel that evokes the luxury and attention to detail found in high-end products. By using this technique, the label offers a physical experience that engages the consumer in a deeper way, inviting them to touch and explore the product, further connecting them with the brand story.This tactile quality enhances the overall brand narrative by reinforcing *Mugo*'s commitment to quality and craftsmanship. The intricate texture serves as a metaphor for the complexity of the flavors in the beverages, which are crafted with the same level of care and precision that went into the label design. It also speaks to the brand's positioning as a product that is both luxurious and innovative, offering consumers an elevated experience that is not just about taste, but about a richer, more engaging interaction with the product. In addition, the use of tactile elements helps the *Mugo* brand stand out in a crowded market of soft drinks, where most labels are flat and uniform. By creating a multi-sensory experience, *Mugo* makes a lasting impression, ensuring that the product is not just seen but felt, adding an extra layer of emotional engagement that reflects the brand’s ethos of creativity, originality, and quality.
The research process for the *Mugo Bottled Soda Label* was rooted in a deep analysis of classic alcoholic beverage labels, particularly those that convey luxury and sophistication. I aimed to capture the timeless elements of these designs while reinterpreting them for a modern, non-alcoholic product. My goal was to blend tradition with innovation to create a label that felt both familiar and fresh.I began by identifying the core design elements that are consistently used in high-end beverage labels: the use of elegant typography, clear product identification, and a sense of structure and hierarchy. These elements were essential to convey the premium nature of the *Mugo* brand. The challenge, however, was to avoid simply replicating these traditional elements. Instead, I wanted to simplify and reimagine them in a way that felt new and relevant to the brand’s ethos of experimentation and complex flavors.The first decision was to preserve the *antiques* font in the logo. This typeface evokes a sense of tradition and heritage, which is essential in positioning *Mugo* as a premium brand, but it also creates a visual contrast with the more modern typographic elements used for product names and taste identification. By keeping the classical logo intact but pairing it with a strict grotesque font for the rest of the label, I maintained a connection to the tradition of luxury labels while introducing a contemporary twist.In terms of layout, I simplified the typical ornate frames and flourishes found in classic labels, focusing on a more streamlined design that would feel clean and modern. The idea was to retain enough structural cues — such as the use of borders and a hierarchical system for product information — but eliminate unnecessary complexity that might feel outdated or distracting.The iconography and labeling system for the different product types, such as Mocktails, Lemonades, and Spicy Syrups, was also a key area where reinvention took place. Instead of using overly elaborate illustrations, I opted for minimal, geometric icons that communicated the essence of each product (like a lemon for lemonade or a spice for syrups) in a clean, straightforward way. This modern iconography reinforced the contemporary and experimental nature of *Mugo*, distinguishing it from more traditional beverage packaging.Through this process, I determined that the key was balance: preserving the elements that evoke a sense of luxury and heritage, like classic typography and product hierarchy, while reinventing others — such as the icons, color palette, and overall layout — to achieve a fresh, modern interpretation. The result is a label that nods to its classic inspirations while remaining contemporary, functional, and aligned with *Mugo*'s values of innovation and quality.
In the design of the *Mugo Bottled Soda Label*, creating a clear visual hierarchy was a key consideration, especially given the complexity and contrast of the typography. The goal was to ensure that the design was not only visually engaging but also functional, guiding the viewer through the label in a way that felt intuitive and elegant. Here's how I approached the typography selection and arrangement:**Typeface Selection:**I chose a mix of two contrasting typefaces to create a dynamic balance: a classic *antiques* serif font for the logo and a modern, clean *grotesque* sans-serif for the rest of the label. The use of an *antiques* font for the brand name establishes a sense of tradition and luxury, which is central to the product’s positioning as a premium, sophisticated drink. The classical style communicates heritage and craftsmanship, aligning with the quality and authenticity of the Mugo brand.For the rest of the label, I selected a *grotesque* sans-serif typeface. This choice was intentional to provide contrast with the logo's elegance. The *grotesque* typeface is more minimal and contemporary, which emphasizes the modern, experimental nature of the Mugo product line. It also allowed me to achieve clarity and legibility across various label sizes, ensuring that the product name and flavor information are easily readable, even from a distance.**Visual Hierarchy:**Once the typefaces were chosen, I focused on how to arrange them effectively to establish a clear visual hierarchy. The brand name, *Mugo*, is placed prominently at the top of the label, using the *antiques* font in a larger size. This immediately establishes the most important element and ensures that the viewer's eye is drawn first to the brand.Beneath the brand name, the product type (e.g., Mocktails, Lemonades, etc.) is featured in the *grotesque* font. This is done in a slightly smaller size, but still bold enough to be easily legible. The contrast in size and style between the brand name and product name allows both elements to stand out clearly while maintaining a cohesive overall look.The flavor identification (e.g., “Lemonade with Mint” or “Spicy Syrup”) is the smallest text, also in the *grotesque* typeface, but placed in a secondary position, ensuring it doesn't compete with the more important brand or product name. This creates a clear visual flow, guiding the viewer’s eye in order of importance.**Spacing and Alignment:**Spacing was also critical in ensuring legibility and elegance. I used generous letter-spacing for the brand name to create a more refined, luxurious feel. For the product and flavor names, tighter spacing was used to create a more compact and modern look, while still allowing for readability. The elements are aligned in a way that creates a natural flow from top to bottom, with sufficient breathing room between each section so that the typography doesn’t feel overcrowded.By carefully considering the interaction between typefaces, size, and spacing, I was able to create a visual hierarchy that is both elegant and readable. The combination of a classic and modern typeface ensures that the label communicates a sense of premium quality while remaining contemporary and accessible. The result is a design that feels sophisticated yet approachable, reflecting the essence of the Mugo brand.
Completing the *Mugo Bottled Soda Label* in just four weeks was certainly a challenging timeline, but it also allowed me to focus on efficiency and organization without sacrificing quality. Here’s how I managed the creative development process:**1. Clear Goals and Priorities:**From the outset, I worked closely with the client to establish clear goals and expectations. We agreed on the key elements that had to be included in the label system, such as the contrast between classic and modern elements, the tactile features, and the overall brand identity. This helped me stay focused on what was essential for the brand’s identity, allowing for quicker decision-making throughout the process.**2. Streamlined Concept Development:**I started with rapid concept iterations. In the first few days, I created rough sketches and initial design mockups that allowed me to experiment with typography, color schemes, and layout. This phase was about exploring multiple approaches and narrowing down the visual direction quickly. Once we had a core concept, I could fine-tune and refine it, eliminating unnecessary revisions later on.**3. Efficient Typography Selection:**Since typography played such a critical role in the label’s design, I was already familiar with the fonts that would best fit the brand’s positioning. By leveraging my previous knowledge and past design work, I was able to quickly identify the right balance between classic and contemporary typefaces. This reduced the time spent on font exploration and allowed me to focus on the arrangement and hierarchy of the type.**4. Tight Collaboration with the Team:**Given the short timeline, I maintained constant communication with the team and stakeholders, ensuring we were all aligned at each stage of the design. Regular check-ins helped to make quick decisions and avoid delays. I also worked in parallel with production, collaborating with printers and suppliers to ensure that the tactile elements, like the use of Congreve printing, would be executed to the highest quality without requiring additional revisions.**5. Focused Iteration and Feedback:**To stay on schedule, I structured the feedback loops to be as efficient as possible. I created design versions for different elements of the label (such as the logo, flavor names, and product descriptions) and presented them to the team in stages. This allowed me to address any issues early on rather than waiting until the final design to make adjustments. I made sure each feedback round was quick and focused, addressing only key concerns.**6. Time Management and Deadline Adherence:**To meet the four-week deadline, I carefully mapped out the timeline, breaking down tasks into smaller, manageable chunks. I allocated specific hours for design, revisions, and printing preparations, while also building in buffer time for unexpected challenges. This allowed me to ensure that I met milestones consistently and didn’t risk pushing tasks too close to the deadline.By maintaining a clear focus, streamlining the design process, and collaborating effectively with the team, I was able to meet the four-week deadline while ensuring that the Mugo Bottled Soda Label met my exacting standards for quality and detail. Every decision was purposeful, with the larger vision in mind, so that the final result reflected the brand’s identity without feeling rushed.
Winning the *Bronze A' Design Award* for the *Mugo Bottled Soda Label* is incredibly rewarding, especially considering how the design pushes the boundaries of conventional non-alcoholic beverage packaging. I believe this innovative approach could influence future trends in several key ways:**1. Elevating Non-Alcoholic Packaging Aesthetics:**Traditionally, non-alcoholic beverages, especially sodas and mocktails, have often used bright, playful, or minimalist designs. The *Mugo* label, by contrast, reinterprets the traditional luxury cues typically associated with high-end alcoholic beverages, introducing sophistication and complexity to the non-alcoholic category. This could set a precedent for other brands to embrace more refined and multi-layered design elements that reflect the quality and craftsmanship of their products.**2. The Growing Focus on Experience:**With *Mugo*’s tactile design, featuring Congreve printing and textural details, packaging becomes an experiential element. Future packaging in the non-alcoholic beverage space might follow suit by incorporating sensory design features—textures, embossing, and even the weight and feel of the bottle—to enhance the consumer experience. This could be especially relevant as brands seek to create a deeper connection with their audience, beyond just flavor and function.**3. Premium Positioning in the Market:**The *Mugo* label’s approach communicates the brand’s premium nature without being overly traditional or formal. Non-alcoholic drinks, including sodas and mocktails, are increasingly being marketed as premium alternatives to traditional alcoholic beverages, particularly as people seek healthier and more mindful options. This sophisticated label design aligns with that trend, signaling that non-alcoholic drinks can also carry a sense of luxury, sophistication, and artisanal quality. More brands may move toward this elevated visual language as they position themselves in the growing premium segment.**4. Multi-Layered Typography and Branding:**The use of contrasting typographic styles in *Mugo* — blending classical antiquas with modern grotesques — is an innovative way to convey both tradition and modernity simultaneously. I believe this typographic approach could become a trend, with more non-alcoholic brands adopting layered typography to communicate different aspects of their identity and product story. It offers a way to create depth and complexity on a label, which could appeal to consumers who are looking for something more than just a simple design.**5. Reinventing Classic Branding for a New Generation:**Consumers are increasingly looking for authenticity and originality, and they’re often drawn to brands that offer a sense of craftsmanship and story behind the product. *Mugo* reimagines traditional label designs, maintaining the essence of what makes them classic but presenting them in a fresh, contemporary context. I believe we will see more brands in the beverage sector embracing this “new classic” approach, reinventing familiar elements to feel both nostalgic and forward-thinking.Ultimately, I think this design could inspire a broader movement in non-alcoholic beverage packaging that values sophisticated aesthetics, tactile experiences, and the merging of tradition with innovation—an exciting evolution for the industry.
My academic background in Industrial Design and Art Direction played a crucial role in shaping both the strategic and creative decisions for the *Mugo Bottled Soda Label*. These fields have equipped me with a deep understanding of design principles, user experience, and how to effectively communicate a brand's identity through visual elements. Here's how my educational background informed my approach to this project:**1. Industrial Design Foundations – Focus on Functionality and User Interaction:**Industrial Design emphasizes understanding how objects interact with users, which is crucial when developing packaging. For *Mugo*, I applied this principle by considering how the label and packaging would be experienced physically—how it would feel in the hand, how the bottle's shape and tactile qualities would enhance the user experience. The inclusion of Congreve printing, which adds texture and creates a multi-sensory interaction, stems directly from this perspective. It was essential not only to focus on aesthetics but also to ensure that the packaging was engaging, memorable, and functional for the consumer.**2. Art Direction – Crafting a Visual Identity:**Art Direction, especially with my experience in branding, helped me conceptualize the broader identity of *Mugo* and how the label fits within that framework. It guided my decisions regarding color schemes, typography, and overall layout. By using a classic design structure with modern interpretations, I was able to create a sense of familiarity while introducing innovative elements to stand out in the market. The focus on building a cohesive visual language—where each element supports the product’s narrative and position as a premium drink—was rooted in my understanding of how powerful a well-crafted visual identity can be.**3. Strategic Decision Making – Brand Cohesion and Differentiation:**In both Industrial Design and Art Direction, there's a strong emphasis on strategy—on creating systems that function well across various touchpoints while remaining cohesive. For *Mugo*, I approached the project with an eye for both differentiation and brand cohesion across all four product categories (Mocktails, Lemonades, Spicy Syrups, and Energetics). The challenge was to create individual identities for each drink while ensuring they felt part of a unified brand system. This strategy reflects my ability to think holistically, ensuring that the design works not just for a single product, but as part of a larger portfolio that needs to be visually distinctive yet consistent.**4. User-Centered Design – Understanding Market Trends and Consumer Needs:**My background in design thinking, learned through Industrial Design, has always kept the consumer at the center of my creative process. When designing *Mugo*’s labels, I closely analyzed current market trends in the beverage industry—particularly the growing demand for premium, health-conscious, and flavorful non-alcoholic drinks. I understood that modern consumers want more than just a drink; they want an experience. The decision to combine traditional luxury cues with a modern twist was not just a creative choice, but also a strategic one, aimed at appealing to consumers who seek sophistication and innovation in their choices.**5. Problem Solving and Iteration – Translating Ideas into Tangible Designs:**Both Industrial Design and Art Direction require an iterative approach, where abstract ideas are constantly refined to create tangible results. Throughout the *Mugo* project, I employed a methodical, problem-solving mindset—whether it was simplifying the label elements, balancing contrast in typography, or ensuring that the design could be easily applied across different formats. The ability to navigate between conceptualization and execution, which I honed in my academic journey, allowed me to deliver a final product that met both creative and practical expectations.In conclusion, my academic foundation in both Industrial Design and Art Direction provided a strong framework for both the creative and strategic decision-making processes in the *Mugo Bottled Soda Label* project. These disciplines helped me to think deeply about both the user experience and the broader branding narrative, ultimately leading to a more thoughtful, impactful, and cohesive design solution.
The Mugo Bottled Soda Label design system is set to establish a strong and distinctive brand identity in the competitive beverage landscape by blending luxury, tradition, and modernity. Its elegant reimagining of classic alcoholic beverage cues allows the brand to stand out in a crowded market while also appealing to consumers seeking innovative and premium non-alcoholic alternatives. The multi-layered typography, tactile elements, and thoughtful color choices communicate both sophistication and freshness, key traits for a brand that aims to be both fashionable and functional. This visual approach will help Mugo carve out a unique niche, signaling quality and creativity, and appealing to a discerning audience that values both aesthetics and taste. By emphasizing the balance between timeless luxury and contemporary sensibilities, the design sets Mugo apart as a premium, forward-thinking brand, encouraging brand loyalty and recognition in the marketplace.
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