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WORLD EGG STUDIO 


WORK 

GREEN KEY
FINESTRA


WORLD EGG IS.


MARINA KOZAK
CREATIVE DIRECTOR
BRYCE PARSONS TWESTEN





  1. STRATEGY
  2. NAMING
  3. IDENTITY
  4. DESIGN
  5. PACKAGING
An herbal elixer GET LOGLINE FROM BRYCE




  1. CONCEPT
  2. STRATEGY
  3. NAMING
  4. IDENTITY
  5. DESIGN
  6. PACKAGING

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As part of their rebrand, Wilderness Club reached out to us to help create an identity for their first product launch: a Chartreuse alternative. Because of reduced production of the famous liqueur and spikes in at-home cocktail making, a global shortage of Chartreuse opened a gap in the market the client sought to fill. They hoped to provide a replacement that wasn’t just delicious on its own (like Dolin Genepy and Faccia Brutto Centerbe) but also worked as a replacement in cocktails.



STRATEGY

From the beginning, we felt two main elements had to be centered: Nature & Secret Societies. We wanted to center the first and reclaim the second.

First, wild nature. The client prided themselves on using natural ingredients, so highlighting the natural world in the brand was important. This dovetailed with the earthy, floral flavor of the product.

Second, secret societies. Chartreuse is famously distilled behind closed doors. It’s made by monks in the mountains of France, its recipe has been secret since the 1600s, and only a small amount is made every year. All this combines to create an air of austerity and pretension


NAMING

We started by creating an answer to the secretive foreignness of Chartreuse by creating our own clandestine organization. However, rather than paint the image of a private society with a limited supply of a drink you’re lucky to have, we built a world that welcomed the consumer. We started with name. We worked with the clients to find a name that conveyed their focus on unprocessed ingredients and the accessibility of the product.



“Green” is a stand-in for the natural world, connecting the product to its natural origins and the bright, herbal quality of the taste. Its simplicity also separates it from competitors, many of which channel the euro-centric otherness as Chartreuse.

“Key” is a signifier of freedom and flexibility—the product is handing the key to the consumer—the opposite of a locked monastery or snobby club.

These words combine to suggest an otherworldly object, conjuring a simple but magic image.


ANTHEM & SLOGANS

Enlightened • PREMIUM • ALL NATURAL
Green Key represents the idea that the only thing that can lock us out of the world is a limited perspective.

Green Key is a carefully crafted spirit walking the line between wilderness and culture. Dressed in a meticulously designed bottle and made using over fifty herbs, roots, and flowers, Green Key celebrates the natural worlds while saying, “If you want to join a secret society, you’re already a member of ours.”Driving home the brand world, the slogans further connect the product to secret societies while highlighting its egalitarian message. The slogans hint at adventure and possibility, putting agency in the hands of the consumer. The command to “unlock,” the suggestion that a wider world is waiting, and the implication that the consumer can overcome whatever is standing in their way—these frames all work to draw in potential customers.


DESIGN

The label was designed with the intention of making the color green its own character. The simple name, the label, and the liquor combine to center the hue so that the product is recognizable from a distance while allowing for details only visible up close.

For these details, we used an arched portal motif that can be seen in the die cut of the label and the round shoulder of the bottle. This architectural theme references a loosely masonic aesthetic while inviting the consumer into another world. We also created four icons—another nod to ritual and secret societies—drawn from visual metaphors of the brand anthems. Wild, balanced, sharp, and enlightened are inscribed above these seemingly stone-carved icons, restating these core values. These illustrations are both austere and inviting, nodding to the fictional esoteric order and 
the modern liquor industry and culture.

ICONOGRAPHY

We also created four icons—another nod to ritual and secret societies—drawn from visual metaphors of the brand anthems. Wild, balanced, sharp, and enlightened are inscribed above these seemingly stone-carved icons, restating these core values. These illustrations are both austere and inviting, nodding to the fictional esoteric order and the modern liquor industry and culture.

TYPOGRAPHY

The typography channels 70s-style woodblock fonts, providing a final throughline between the product and its natural origins while distancing it from the euro-centric character of its competitors.
Finestra Converstaion Cards





PROBLEM



The world is filled with conversational products aiming to create discussion and connection. However, many of these products hit a wall when participants feel self-conscious. They freeze and choose not to face the question. Even if they do search themselves for their answer, they may not want to share it.





We created Finestra and successfully crowd-funded the first print run seeking to solve these pitfalls.


CONCEPT

Consisting of fifty-two cards that each begin with a narrative and end with a question, Finestra guides participants, if only for a moment, away from themselves. Research shows that people are able to engage their inner worlds more easily and more deeply when they first create a degree of distance from those thoughts. 
By starting participants in an otherworldly place, Finestra pulls them one step away from their sometimes messy, sometimes sensitive connection to their past and present feelings. This allows consumers to be honest and vulnerable with the person across the table or get deeper by themselves if they choose to use the cards as part of a solo creative practice..

NAMING

The window motif and forced perspective conjures an uneasy feeling in the consumer while suggesting a visual metaphor for good conversations and the endless paths they can take. The hall of windows also echoes a slogan of the cards: “Look into yourself / Be seen by others.” The custom typography further reinforces this motif by creating tiny arched windows in the negative space between letters while referencing traditional 1970s Italian typography. Every window gives participants a glimpse into another part of this strange world and gives them the opportunity to see themselves in a new light. And the perspective seen from the almost panopticon structure beckons : are we looking in or is someone looking in on us?




DESIGN

To convey this new world in aesthetics, we were inspired by Italian Giallo films. These violent, sometimes surreal movies frequently make use of bright color, unique architecture, forced perspective, and high saturation. Because of her Italian heritage, the client wanted to reference these films and the otherworldly feeling they create.The overwhelmingly red makes the product stand out on the shelf while gold foil accents channel an old world sense of grandeur and attract the eye from afar, literally pulling consumers towards the space the product offers to create. This contrast makes Finestra feel like a timeless artifact, conjuring ideas of illustrated manuscripts, impossible geometries, and uncharted spaces. Before even opening the box, consumers know to expect something otherworldly that will provide a new perspective and opportunity for endless exploration.

TYPOGRAPHY