Cult Partners recently completed the packaging design and strategy for 'Diablo's Shadow', a new craft spirits line created by Livermore, California's Sutherland Distilling Company. The name 'Diablo's Shadow' is a historical reference to Mt. Diablo, one of the Bay Area's most iconic peaks. As the story goes, the shadow cast by the mountain has served as a hideout for renegade moonshiners, a sacred home to Native Americans, a reference point for early mapmakers, and most recently, the inspiration for Sutherland Distilling Company's distilled spirits.
The design draws inspiration from vintage maps and prohibition-era spirits bottles to create a package that has a rich and layered execution. The hand-drawn brand mark playfully combines gothic fonts with demonic serifs and ligatures. On the back, an illustrated map of the Bay Area is printed in reverse. Under the right light, the map is revealed from the front as the viewer explores the bottle, creating an unexpected surprise.
Designed by Cult Partners, Oakland, California, USA