Concept, creative direction
Bottled emotions challenges the concept of packaging the intangible. It ponders the curious notion of being emotionally available all the time, and how that might look should you need to tap into a particular emotion to get through a situation.
Without stating the obvious, packaging something that can’t be held is a challenge.
I researched apothecary styles and cocktail ingredient labels to get inspiration for designing the brand. Although the bottles are complex in themselves, they needed a tonic guide to make clear the peculiarity of events that lead to bottled emotions.