Marx Design 60 Curatif

  • Pou Auaha / Creative Director
    Tristan O'Shannessy
  • Ngā Kaimahi / Team Members
    Lydia Harden-Bull, Rachel Dredge, Janine Bickerton, Nicola Kearns
  • Kaitautoko / Contributor
    Yuki Sato
  • Client

Fast growing, Melbourne based Curatif offer an ever-increasing range of award winning, bar-worthy cocktails - all served in a can for your convenience. Their products are split into two ranges, the playful, casual poolside-party inspired ‘Escape’ range and the more formal ‘black tie’ premium ‘Essentials’.

Our task was to redesign the Essentials range (Negroni, Espresso Martini and Rum Old Fashioned) and bring it in line with the playful personality of the Escape range without losing the mature sophistication and premium cues in the process.

Building on the playful illustrative approach of the Escape range, we stripped each cocktail down to its origins, creating irreverent and surreal collaged scenes out of nostalgic imagery. This brought the energy of the drink’s provenance, history, and occasion to life, complimented by taste credentials of their classic garnishes. The result is a carefully managed balance of indulgent irreverence that celebrates the social occasion they are enjoyed in.

A touch of gold foil elevates the range to a more luxurious position above the Escape range and gives another nod to the ‘evening attire’ occasions the drinks are meant for. Product navigation is achieved through colour and simple geometric iconography, placed front and centre on pack.