Designing Whiskey Bottles with Chad Makerson Michaels

Chad Michael is a distinguished packaging designer who has owned and operated his own studio for ten years, specializing in spirit brands. With a background in communication design, Chad has created visually distinct spirit brands like bourbon, whiskey, vodka, and more, also delving into side projects like playing cards and poker chips. His work is deeply rooted in storytelling, balancing ornate and clear designs, and often involves creating custom bottles to encapsulate the brand's full experience. Chad's expertise extends from initial brand strategy through to the final production, ensuring every detail contributes to the overarching story of the brand.

In this insightful episode of "Packaging Unboxed," host Evelio Mattos engages with renowned packaging designer Chad Michael, revealing the intricacies of spirit brand design. Chad, who has spent ten years developing unique, story-driven spirit brands, shares his philosophy of creating bespoke packaging that captivates from a distance and continues to unfold up close. He discusses the importance of narrative in design, and how he strives for style distinctiveness with each project, never repeating past designs. Chad's current ventures extend beyond traditional packaging, exploring avenues like video storytelling and the use of innovative materials.

Chad's methodical approach to design is deeply rooted in narrative development, supported by an exceptional command of copywriting. Throughout the conversation, the pair touch upon topics like balancing intricate designs with clean aesthetics, and the challenges and joys of working with different spirits, from bourbon to tequila. Drawing inspiration from various sources, Chad emphasizes the importance of a strong brand story as the foundation for creative package design and overall customer experience.

• Story-Driven Design: Chad stresses the necessity of incorporating a brand's story into every element of its design, from labels to custom bottles.

• Balancing Design Complexity: An effective package must captivate consumers from afar but also remain visually compelling and comprehensible up close.

• The Role of Customization: Custom glass plays a pivotal role in making spirits brands stand out, requiring careful consideration of design and production costs.

• Innovation in Spirit Branding: Chad's design approach incorporates unique materials and extends to video storytelling to create a cohesive brand experience.

• Client Collaboration: Key to successful design is the partnership with clients, from defining brand strategy to final production, ensuring the brand's story is preserved and celebrated.

Stay tuned for more captivating episodes of "Packaging Unboxed."

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