Label Design: Manhattan Underground Spirits

A Ground-up design for a new label, which would have a touch of yesteryear, but also retain a modern feel.

Create a design that could, at least in part, be adapted for their full line of product.

The name: Manhattan Underground – immediately led our designers to two different thoughts: speakeasies, and the subway, but more specifically, the turn-of-the-century underground subway system.

The label’s design lent itself naturally to an arched top, which emulated the curved tunnels used in those old subway systems, and when looking for an icon to place therein, only the most iconic of the old stations would do; City Hall Station, the first NYC subway station to open to the public in 1904.

This photo of the colorful tunnel, would act as the masthead for the new line of spirits.
Add to this, the engraved-style of illustration used for the oranges, an art deco border and fonts, help to this design hint of times past.

Meanwhile a more modern typeface for the brand – hinting at a skyscraper skyline above a darkened subway tunnel would keep the design firmly rooted in the now.