Interview about Iced Hop Gin Packaging, winner of the A' Packaging Design Award 2025
The gin's flavor, created through a infusion of hop and peppermint, is reflected in its visual identity. A frozen hop cone paired with a staring owl captures the crisp, cool essence of the drink. The dominance of mint is echoed in the outer packaging through shades of blue and stylized ice flowers. This cold, clean theme continues in the frosted glass bottle, where a metallic label enhances the icy impression. Subtle frost patterns and snowflake accents are embossed on the surface, reinforcing the fresh theme. Each element supports the gin's refreshing character.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsCraft beer has a long tradition in the fruit-farming region. The same hops used for brewing beer are also used to infuse the gin, and they are grown in a nearby town.During the design process, I drew inspiration from the aesthetics of the old breweries in Franconian Switzerland. Initially, I began designing a hop-based beer label—but for gin. As the process continued and we tasted the final product, it became clear that this gin had a distinctive flavour, setting it apart from other gins.Inspired by traditional beer labels, the gin—with its strong and unique character—also needed a symbolic figure as an eye-catcher. This is how the owl emblem emerged during the design project. Additionally, the zigzag shape from the regional coat of arms, known as the “Franconian Rake,” was used at the bottom line of the packaging as well as on the label. Overall, the design was inspired by the region’s traditions but combines an unconventional approach, exploring new ways of handcrafting gin and thus shaping the product’s unique look and feel.
My approach is to ensure that every design detail emphasizes the character of the product and strengthens the overall appearance of the packaging. We could have used a warm, traditional label surface like those found on classic beer bottles, but since this is a gin and not a beer, we needed something different. During the process, we explored various paper options and ultimately chose a cool, clear metallic finish to highlight the distinctive freshness of the peppermint flavour, which defines this gin’s unique taste. With the smooth bottle combined with the embosed label, the way the light refracts creates an even more attractive appearance. Finding such visual metaphors truly pays off, as they allow the customer to see and feel the special character of the product in both its appearance and its essence.
Inspired by hops, one of the main ingredients that also gives Iced Hop Gin its name, I began with a layout like a craft beer label and experimented with how traditional beer bottles could be used as packaging for the final product. However, a beer bottle with a crown cap cannot be properly opened and closed multiple times, which made it impractical.While defining the right bottle shape, the key visual of a frozen hop cone combined with an owl symbol reflecting the craft beer idea gradually evolved. During the process, we realized that the character of the gin was less about beer and more about being a distinctive spirit in its own right. Therefore, we decided to move away from the beer-inspired appearance toward a more gin-like packaging.In my opinion, the result is not overly sophisticated but rather clear and confident. This clarity in the design gives the packaging a bold expression and underlines the product’s strong and direct taste. The minimalistic design is further enriched by refined details such as the owl emblem. Altogether, every design decision made during the process represents a transformation, breaking new ground and evolving from tradition into a unique and fresh expression of contemporary packaging design.
The owl is a powerful metaphor and symbol, even in ancient mythology such as Greek antiquity. It represents deep insight and artistic wisdom. With its strong, insistent gaze, it engages the viewer while still leaving an air of mystery to be discovered. This reflects the intellectual dimension of the symbol. However, in the context of packaging design, where people decide within seconds whether a product attracts their attention or desire, the combination of a hop cone and a frozen owl also serves as a striking visual element. It literally unites the product’s character with the image of a frozen hop, symbolizing the gin’s refreshing and distinctive taste.
This was a question of economic balance. Due to the limited production volume, we had to rely on available materials such as frosted label paper and bottles that could be ordered in small quantities. As a result, the research for every single component was very intensive. We collaborated with different suppliers offering affordable prices and quick availability, and assembled everything during production. The final product appears premium because of the carefully selected materials, which convey a sense of quality, and through the attention to detail in the design. Each material and design element contributes its own character, making the final packaging more than just the sum of its parts.
Yes, it was designed to be unconventional and unique. Traditional beer and liqueur labels are almost always symmetrical, often following the same visual rules and composition principles. I wanted to break with this convention and create something unexpected. The asymmetrical layout gives the design a distinctive personality and reflects the fruit farmer’s individual approach to crafting unique products while remaining rooted in the heritage of a traditional local farm. The idea behind this was not only to design something that looks different but also to express a mindset, one that values authenticity and creativity over repetition. The design challenges the viewer’s expectations and visually represents the farm’s philosophy of innovation within tradition. This design language can also be seen across the labels of the farm’s other products, creating a consistent yet flexible visual identity that highlights the uniqueness of each handmade creation.
It was more about the frosted look and the way light is reflected from the bottle to create a smooth visual impression and tactile feeling. Instead of using regular transparent glass, the frosted bottle reinforces the icy theme, while the subtle embossed texture of the label and its metallic sheen evoke the image of frozen feathers and enhance the sense of a premium gin. Together, these elements convey an impression of the gin’s taste, a full-bodied and rounded finish with a hint of herbs in the aftertaste. This harmony between material aesthetics and sensory anticipation reflects the essence of the product’s design.
Based on the idea that every detail is connected to the product, each element influences the overall design and vice versa. The ice flowers, for example, reflect the cool taste of the infused peppermint, just as the frosted bottle does. To complete the icy impression, the snowflake symbol further reinforces this theme. The carefully chosen bluish gradient provides the visual foundation for the cold look, supported by details such as the frozen hop cone within the owl emblem. Additional elements, like the metallic label surface, enhance the overall appearance and tactile quality, creating a design that feels as refined and distinctive as the gin itself.
Some elements, such as the Franconian Rake, were essential to reflect the traditions of the region and the family-run fruit farm. In addition, the overall packaging design was inspired by both original Franconian beer labels and modern craft beer aesthetics, while also expressing the distinctive character of a gin. At the same time, the corporate design and identity of the farm had to be handled with care. Additionally, the owner’s passion for distilling and exploring new experimental spirits and products influenced the look and feel, which is intentionally unconventional and modern. In summary, the courage to create handcrafted, one-of-a-kind products and the desire to explore new paths, while remaining deeply rooted in the region, represent a meaningful transition from tradition toward innovation. Since the Iced Hop Gin is such a unique product, it required an equally distinctive design that unites all these qualities.
Getting my work awarded is an honour for me and confirms my belief that design truly makes a difference in today’s fast-paced world. It proves that thoughtful, well-crafted design has the power to stand out, tell stories, and create emotional connections between product and audience. Such recognition strengthens my conviction that design is not just decoration, but a meaningful tool to express values, identity, and authenticity. It also motivates me to give my best in every single project in the future, to keep exploring new ideas, and to challenge conventional boundaries. Especially when handcrafted products meet contemporary packaging design, there is a special tension between tradition and modernity, a space where truly unique and lasting creations can emerge.
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