Because it had to be — Inês Coelho

Visual identity + Packaging
Jameson & Musa

Because it had to be.

In the process of creating the concept for the partnership between MUSA and Jameson Caskmates, was aimed to distinguish and materialize the spirit of this new IPA in an innovative way. Taking as inspiration the whole philosophy inherent to Irish Gypsies (Irish travellers), taking this principle a little further, in an interpretation that made sense to the target, we imagined an aesthetic and a discourse that united the ideas of destiny (universe of choices, slash generation), journey (each one's path) and the power of chance (the joining of elements that generate surprising results). Thus, we came up with a concept to illustrate this universe and a narrative that highlights confidence in the future. Because, no matter how safe and stable the path is, there is always room for change. When it really has to be.

Visual Identity

From the retro shape of the bottle, to the transparent label and the visual codes present on it (Big Bang, eye, card suits, constellations), we intend to embody this mixture of values in a timeless way. The exaltation of chance is present in all brand representations (text, identity and materials) and the use of clear and geometric lines establishing a connection to the context of contemporary tattoos.

Naming

SINA is a short name, easy to say and memorize, which conveys the essentials of what we want to convey. The signature had to be, present on the label, reinforces this conviction and introduces the theme perfectly. An handcrafted portuguese IPA with notes of the best Irish whiskey.

A meeting that was written.