Situation
Fernet Hunter Granit is the second generation of the original Fernet Hunter and thus the second collaboration between father and son (Holzer and Holzer). What separates the variation Granit from its predecessor is its dryness, increased bitter notes and decreased sugar content – a true bitter. The name refers to the solid granite rocks that can be found throughout Austria’s Mühlviertel region. This specific landscape provides the natural resources used to manufacture Fernet Hunter Granit.
Process
Our intention was to clearly set the tonality of packaging and communication of Granit apart, while maintaining the initial, simple concept of the base brand. Following up the first label, a new key visual was introduced to the emerged product family. Local granite was broken and cut in Brunnwald and subsequent sculpted and polished by hand. This precise craftsmanship resulted in an enigmatic, formidable monolith that embodies the elementary origin of the liquor. A darker grey tone is accompanying the new product line.
- photography:
- Florian Voggeneder
- video:
- Sarah Oos
- sound:
- Abby Lee Tee
