Spirits · Concept · Full brand identity
Meije
— a brand built around one bottle
The challenge
Meije is a French eau-de-vie made for the après-ski moment — the drink that comes out once the last run's done and everyone's back at the chalet. The brief wasn't a label. It was a brand: a logotype, a mascot, packaging that says Alpine before anyone reads a word.
The face
One character carries the whole thing: a Saint Bernard in ski goggles, a rescue barrel slung round its neck — half classic mountain-rescue dog, half something more mischievous. The goggles double as a pair of peaks.
The label itself isn't a rectangle — it's cut to a ridge-line silhouette, wrapped in engraved mountain illustration, so the shape does half the Alpine work before the mascot even starts. Even the back copy stays in character: mountain-patois French, promising to send you straight down the slope.
One bottle — but the identity was built to carry a lot more than a label.
The result
A concept, and a full one: logo, mascot, label and pack, drawn for a real client and a real product.
It stopped at one bottle. The identity was built to carry more — the dog works at any size and the ridge-line silhouette repeats — but the second product never came. What is here is the whole of it.
Want one of these
for your own range?
Tell me what you're making and what comes after it. I'll tell you which chapter it is — and if it isn't a fit, I'll say so.