Hired Guns Creative created an interactive packaging experience for Thinking Tree Spirits. They took inspiration from the playful exuberance of storybooks and Rococo scrollwork, while successfully evoking the lush bounty of Oregon.
“We designed the Thinking Tree brandmark for flexibility, personifying the brand as a contemplative woman collared and crowned with ornamental branches that either gently germinate or grow wild to fill the canvas, be it the small circular icon on the cap, or front and centre on the hangtag.”
“For the illustrations, we were inspired by Late Baroque mirrors to create highly dimensional packaging, using the main label for deep background artwork, and layering over it a hangtag of duplexed card-stock with a pop of purple foil and, finally, a colorful ornate frame raised to its highest relief with sculptured embossment. Hidden throughout are local and mythological life, from Odin’s ravens thought and memory, to the polyphemus moth (whose eyespots are named after Homer’s cyclops) and its caterpillars, down to the great horned owl, whose face is composed of oak leaves.”
