Peace Vodka’s Packaging pays homage to the 60s and 70s with its psychedelic look. Reviving the Spirit of Woodstock leads to iconic corrugated cardboard boxes.

Bethel, New York, the site of the legendary Woodstock music festival in 1969, has inspired Peace Vodka’s packaging. The distillery, located close to where the iconic event occurred, has unveiled a packaging design that pays homage to the spirit of that era. Created by the talented team at Pulp & Pixel, the packaging system captures the essence of the late 60s and early 70s through vibrant, multicolored artwork and bold yet simple typography.

Interestingly, the design for Peace Vodka represents a reimagining of the brand. As it turns out, the spirit had been in production for over a decade under previous ownership, but the new packaging breathes fresh life into it. “Peace Vodka” is a tribute to the distillery’s location in Bethel, New York, evoking the essence of peace and love celebrated at Woodstock.

The design approach

The design approach taken by Pulp & Pixel draws heavily from the design trends prevalent in the late 60s and early 70s, combining psychedelia with modernism. Also, the label’s reverse side is adorned with vibrant and colorful artwork that becomes magnified and distorted when viewed through the bottle’s liquid. This stunning effect adds a touch of intrigue and visual playfulness to the overall artwork. In contrast, the front of the bottle boasts a bold and minimalistic aesthetic, further accentuated by a die-cut technique and a monochromatic color scheme.

Peace Vodka's packaging in corrugated cardboard
Peace Vodka’s packaging in corrugated cardboard

The psychedelic-inspired artwork on the reverse side of the packaging serves as a visual spectacle, transporting consumers back to the era of the vibrant counterculture. The swirling colors and intricate patterns evoke a sense of free-spiritedness and exploration, reminiscent of the artistic expressions that defined the Woodstock generation. As the liquid inside the bottle interacts with the artwork, it creates a mesmerizing display, encapsulating the harmonious fusion of art and spirit.

On the front, the design takes a more restrained approach, allowing the typography and die-cut elements to take center stage. The typography is strong and confident, reflecting the brand’s personality and making a bold statement. Furthermore, the strategic use of die-cutting adds a dynamic element to the packaging, creating a sense of depth and dimensionality that entices the viewer to explore further.

The implications for the brand

By marrying the aesthetic influences of the late 60s and early 70s with contemporary design principles, Pulp & Pixel has captured the essence of a bygone era while maintaining a modern appeal. Pace Vodka’s packaging design not only pays tribute to Woodstock and its cultural significance but also reflects the spirit and values of the brand —authenticity, creativity, and a celebration of individuality.

Peace Vodka's packaging reused as a vinyl records holder
Peace Vodka’s packaging reused as a vinyl records holder

Overall, Peace Vodka’s packaging is a visual time capsule, transporting consumers to a cultural revolution and artistic exploration. It stands as a testament to the enduring power of design to evoke emotions, connect generations, and capture the zeitgeist of a specific era.


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