Client +
The 1940 Club

Situation +
A small, cooperative, maple syrup producer in Michigan's Upper Peninsula, The 1940 Club got its name from the 19, 40 acre parcels of forest collectively referred to as "Camp". A label was needed to give the bottles a little of the fun personality the proprietors bring to the process of filling them with sticky goodness. I created a label that lets the beautiful, amber, liquid shine through. The local bears and the lazy pleasure they take in sweets made for an obvious mascot. The back label provides the surgeon general's warning that "Pure maple syrup may be habit forming and can cause radical changes in behavior as product is consumed (see below)." A series of notches indicates that as the level of the syrup goes down owners may feel compelled to beg, borrow and finally in desperation, steal a new bottle.

Result +
Well, people get a kick out of the bottles but it's still the syrup they love.