Client: Sand Creative for Cesar Kuberek
Armagnac is France's oldest spirt, despite this Sand Creative's challenge was to attract younger drinkers to this highly regarded armagnac, primary in the bar and the cocktail sector through bold and dramatic packaging. Distilled and bottled in Gascony, the Rabastas Armagnac branding is inspired by one of the regions most famous legends, the musketeer D'Artagnan and his faithful horse named Rabastas, as featured in the 1844 classic novel, 'The Three Musketeers'. Chris Mitchell was commissioned by Sand Creative to develop and craft their clever concept idea, which plays on a mix of negative and positive solid line. The majestic horses head reads in harmony with the side profile of the musketeer in reverse silhouette. Armagnac is a grape-based spirt named after the French region where it is grown and used as an ingredient in cocktails, as well as being enjoyed neat.