VETA+ is a new luxury Swiss spirits brand from drinks company Curius. Its three offers: gin, whisky and rum come in packaging designed by Series Nemo. The bespoke bottles are adorned with wood-effect labels and come in molded pulp packs.
Switzerland-based Curius is out to shake up traditional drinks packaging. After its Match tonic water that comes in square glass bottles made from Estal’s Wild Glass, the drinks company has unveiled a unique packaging design for its new VETA+ spirits brand. Barcelona-based Series Nemo conceived the ultra-modern packaging for VETA+, which launched with Precision Dry Gin, Curiosity Rum and Patience Whisky.
“For VETA+, the idea was to develop an iconic bottle that was an evolution of an alpine/Nordic concept. The result was the canteen-type bottle with a super contemporary and minimalist look that was as fitting for e-commerce as it was for Off Trade,” Curius Founder Juan-Carlos Maroto tells Luxe Packaging Insight.
The bespoke bottle (Estal) proved complex to manufacture on account of its off-center choker mouth and irregular cross-sections. Indeed, Maroto likens the bottle creation process to “an exercise in haute couture.” “We had to make four prototype molds for the bottle to achieve the ideal glass distribution while respecting the muscularity of the shoulders and base with an off-center mouth,” he explains.
For the adornment that sheathes the top of the bottle, Eurostampa’s Innovation Lab came up with a wood-effect paper label. Printed on R Sorbonne FSC paper, the label features digital printing, flexo matt varnish, and gold foil for the VETA+ logo. “Due to the section of our bottle, the label can't be automated, so it will always be handmade,” Maroto explains.
Raflamatt paper, with its natural, recycled aesthetic was chosen for the secondary label, which is again decorated with digital printing and flexo matt varnish.
The wood and cork stopper comes from Torrent’s new Terra closures range. The microgranulated cork was discolored to various degrees depending on the product; more in the case of the VETA+ Precision Dry Gin, intermediate discoloration for Curiosity Rum and a natural color for Patience Whisky. The wooden ring that covers the stopper is color-matched to the wood-effect label using a pickled paint finish to highlight the grain of the wood. The brand requested a smooth finish, with “no difference in height in the cork versus the outer ring of the wood as happens in the normal cork stopper,” notes Maroto. Laser-engraved, the stopper is decorated with the brand’s “+”symbol meant to represent its Swiss design heritage.
VETA+’s secondary packaging (Dapy) is made of compostable and biodegradable molded pulp, a blend of bamboo fiber and sugar cane residue, and is decorated via embossing. In order for the case to have vertical stability, Maroto explains, base legs were added. The box also needed to be sufficiently rigid for the e-commerce channel, and have an opening system that was both "optimal and intuitive" for the consumer.
Design Series Nemo