Filthy is a pioneer of the cocktail garnish category. Their range of premium, all-natural garnishes currently adorns top-shelf cocktails served by the best bars in the world. As the company began evolving from a predominantly B-to-B model to include a wider retail footprint and DTC distribution, Filthy needed a look and feel as refined and hand-perfected as their product.
We developed a “perfectly imperfect” visual world that retains the brand’s rebellious spirit while refining its typographic, illustrative, and photographic elements. The wordmark combines a harried angularity with a hint of classical script construction to strike the balance between elegance and fervor. The illustrations and motion design bring to life the products’ attributes in a complementary style, while the photography subtly depicts evidence of nights—and the occasional devious morning—well spent. The sum of the creative parts evokes an everyday sophistication and joyful energy that are rooted in the brand’s DNA.
The final part of the project was to design an entirely new packaging system that would stand out in the sea of drab glass jars at your local supermarket or liquor store. Leaning into Filthy’s rebellious spirit, we designed a packaging system intentionally vibrant, opaque, and meant to draw consumer attention and intrigue. We moved away from the brand’s existing monochrome palette to color combinations that would reflect the colors and flavors of the ingredients. The back of each package clearly depicts its contents and the perfect cocktail for which it’s intended, using hand-drawn illustrations to tell the story of how Filthy’s hand-crafted garnishes came to be. Finally, in an effort to decrease the company’s shipping costs and carbon footprint, we successfully pushed for the switch to more sustainable, lightweight pouches—and, to better guarantee the quality and freshness of every last ingredient, garnishes that were individually wrapped.