Spirits & Liquor Packaging, Student & Concept Packaging

Student Week: Lucille Rye

by Andrew Gibbs on 07/20/2020 | 3 Minute Read

A decent, drinkable rye and the blues go together about as good as peanut butter and jelly smashed between two pieces of bread. That's why we love this whiskey concept form ArtCenter student Elton Tinoco.

"To better understand the landscape of the alcoholic beverage sector, visual audits and research were done to look at the existing competition. The goal was to find opportunity gaps to do something different and create a disrupter within the American marketplace.

Rye whiskey stood out as a possible option to be offered in limited-edition packaging for the $150-$200 price point. Brand identity and packaging design inspired by B.B. King became the narrative in the development of Northern Reserve - Lucille Rye. The brand, product, and descriptions are fictional, but the concept is real.

Northern Reserve is a distillery based out of Twist, Arkansas, the same city where iconic bluesman B.B. King named his guitar, “Lucille.” Lucille Rye is a straight rye whiskey produced in limited-edition packaging as a tribute to B.B. King for fans around the world to enjoy."

Andrew Gibbs

Andrew Gibbs has been called an “innovator in the world of design” as the founder, CEO, and Editor-in-Chief of Dieline, founded in 2007. Andrew started Dieline Awards in 2009 to formally recognize the world’s best consumer product packaging design. The awards competition was recognized as a “global phenomenon” in its first year. In 2010, he founded Dieline Conference, an annual conference for creative professionals in the packaging design and branding industry. He now serves as Creative Director and Programming Partner for HOW Design Live, one of the largest annual gatherings of creatives in the world. In 2014, he became a faculty member at ArtCenter College of Design in Pasadena, CA teaching Packaging Design. Andrew was previously named the Editor-in-Chief of HOW Design Magazine in 2015, making him the youngest editor of a design magazine ever. In 2018, Andrew became a Climate Reality Leader after training under Al Gore at the 2018 Climate Reality Corps. He joined A Plastic Planet, a U.K. based non-profit that is dedicated to dramatically reducing the amount of single use plastic used in the packaging industry. Andrew speaks and consults worldwide on the topics of packaging design and sustainable packaging.

Student Week: Lucille Rye

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