If I made a list of “things I’m into,” liquor and history would most likely be on this list that I have in no way actually made. So naturally I jumped at the opportunity to work on House of Zwack, a group of three amaros (that’s a bitter liqueur generally enjoyed as a digestif) with a history going back 200 years into Hungary’s past – through wars, regime changes and transcontinental journeys.
We at 160over90 were tasked with rebranding three separate liqueurs – Zwack, Unicum and Unicum Plum –as one under the title “House of Zwack.” Upon doing a little research, we discovered The Zwack family history is so unique it almost demanded to be told. Whereas many liquor brands have to make up characters to give them an interesting past, the one belonging to The House of Zwack is 100% real.
First stop – Portland Cocktail Week. We wanted to create a simple but memorable experience based on the same idea we explored in the branding, including vintage luggage and hand-stamped tags. Oh, and Corey was there.
(Credits include Justin LaFontaine, Nicole Benson, Megan Pomplas, Jill Spradley, Kyle Arango and Steve Penning but I’m not going to tell you who did what because another thing on the list of things I’m into is mystery.)