Branding
Thursday June 3, 2021 By David Quintanilla
The Neenah Paper Award-Winner Saga Grand Gin Showcases Acadian History Through Stunning Packaging | Dieline


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Within the seventeenth century, a gaggle of French settlers that might come to be referred to as Acadians settled an space in present-day Northeastern Canada. Although already occupied by First Nations folks such because the Mi?kmaq, the Acadians cohabitated the land in relative peace, making a neighborhood in then-New France comparatively untouched by European powers. 

That’s till French and British imperial pursuits put the Acadians squarely on the middle of a geopolitical battle that might make them be ethnically cleansed by the British and displaced in what known as The Nice Upheaval or Le Grand Dérangement. They compelled hundreds of Acadians out of the realm, with many getting deported to New England and Europe. Some settled in close by French Canada, and plenty of went south to Louisiana, and their descendants would turn out to be referred to as Cajuns.

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Lots of the displaced Acadians died of hunger and illness, however those who survived confirmed distinctive resilience, the identical hardiness that gave them the flexibility to thrive in Acadia and endure mass displacement. It additionally served because the inspiration for the 2021 Neenah Best Use of Paper Award-winner Saga Grand Gin. By telling the story of the robust Acadian women and men that settled in Lanaudière, the place the distillery Le Grand Dérangement is positioned, the gin makers pay tribute to the heritage and spirit of the realm.

The beer, wine, and spirits market is a aggressive one, and packaging performs a vital position in profitable over customers. Other than serving as a vessel for boozy goodness, bottles have to face out on crowded cabinets and draw within the curious. Saga Grand Gin’s packaging design, created with Montreal-based studio Paprika, does simply that, utilizing a distinction of colours, textures, and supplies to conjure intrigue whereas showcasing the historical past of the Acadians.

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“The city the place they established the distillery was based by Acadians that escaped the deportation in 1755. And once they arrived within the Lanaudière space of Quebec, they based 4 villages,” defined Daniel Robitaille, designer and artistic director at Paprika. “The distillery founders are the descendants of the deported Acadians, in order that was essential for them to carry that story to the town.”

“Once we did some historic analysis for the challenge, we had the concept to carry these folks and put them in entrance and simply allow them to inform their tales on the 4 completely different labels for the packaging. We discovered 4 Acadian people that actually existed, and we simply felt that the lacking items of their tales have been essential as founders of the town. However we additionally thought that it could be nice storytelling for the product as properly,” Daniel added.

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The Acadians featured on the Saga labels, whose tales get instructed on the outer packaging of the case bins, embody Marie Forest, a younger, single girl who resettled in New Acadia. She shortly grew to become a part of a thriving crafts scene, serving to create the distinct Acadian fashion of Ceinture fléchée, the sashes used to assist maintain wearers heat whereas touring within the winter.

One other Acadian Paprika included on the labels is hard man Louis Fontaine dit Beaulieu, a courageous man that single-handedly knocked a sentry out. Then, together with 5 different males, captured a ship carrying over 230 fellow Acadians and sailed in direction of Lanaudière, all whereas evading the British. Madeleine Doucet was an early settler of New Acadia, arriving in Deschambault after being widowed and deported. A loyal midwife typically seen touring for work day and evening even within the coldest winters, she helped usher numerous fellow Acadians into the world. Doucet would come to be a pillar of her displaced neighborhood.

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Lastly, patriarch Germain Landry—along with his spouse and eleven kids—was initially deported to Andover, Massachusetts, the place he toiled within the flax fields. Ultimately, he would be a part of his compatriots in New Acadia, the place he earned a status for making a imply brandy.

Portraits of every of the characters get printed on premium, highly-textured paper, lending to the historic really feel of the packaging. The bottles themselves additionally get dipped in a vivid yellow wax, which not solely supplies a shocking distinction to the label however strengthens the themes within the packaging. Yellow is a major colour to the Acadians, as a yellow, five-pointed star options prominently on their flag. 

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The labels, printed on Neenah’s Classic Crest Solar White, needed to stand up to the wax utility course of, in addition to adhere to it. The case bins are additionally in black and white, and the tales of the Acadians depicted on the labels are laid out newspaper-style on the field, which will get topped with vivid yellow tape.

“All I can say is ‘WOW.’ This gorgeous packaging blew me away with the excessive distinction of the brilliant yellow wax seal over the black and white images on the label,” mentioned Dallas Franklin, artistic director at Neenah. 

“From the yellow tape on the outer carton to the shock of the yellow wax tops once you open the field, to the collectible set of labels on every bottle, this packaging surprises and delights many times. It’s a contemporary tackle the long-lasting Maker’s Mark wax label however with a Pop Artwork twist. Oh, and by the best way, it additionally corresponds—deliberately or not—to the 2021 Pantone Colours of the Yr! That’s actually a package deal design as ‘recent’ because the natural gin on the within.”

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Paprika elegantly and artfully ties the heritage of the Le Grand Dérangement’s background on the bottles, lending an air of intrigue and thriller by overlaying the eyes of the featured Acadians on the labels. The execution generates intrigue and invitations the viewer to be taught extra in regards to the Acadians and their story.

“The thought behind the eyes getting lined is that we needed to maintain the identification of the characters a secret. It provides the bottle an enigmatic cachet and permits the patron to be curious in regards to the historical past behind these 4 robust people and enhancing the thriller round their life and journey,” Robitaille defined.

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“We have been so glad that we have been ready actually to supply precisely what we had envisioned at first, which was this particular bottle with the wax and to inform the story we needed to on the packaging. So I feel it was difficult however actually rewarding for us,” mentioned Joanne Lefebvre, CEO of Paprika.



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