Elusive is a true passion project from the beginning. As global supply of a certain ubiquitous green liqueur saw a sharp drop in availability a few years ago (due to the production philosophy of the Carthusian monks who make it), the idea of not being able to serve some of the essential classic cocktails felt wrong in a proper cocktail bar. The solution for Echo Spirits was to make their own interpretation, painstakingly, by hand. What started as a practical solution for the bar led to a massive response and demand from guests and the community—this stuff is good enough to share.

The packaging aims to capture a sense of the same craft, and attention to detail, and finesse that went into the spirit within. We broke from the aesthetics that have defined the brand so far, and went all-in on lush illustration, calligraphic typography, and maximalism to evoke the same handmade feeling. Each of the (approximately) 40 ingredients is pictured and represented on the label, rejecting the mystery of “secret ingredients” in favor of strong visual storytelling.

“Elusive” is set in a very slightly modified Talu by Beasts of England, making use of its extensive alternate character sets. Supporting type is set in Tiller by Fort Foundry, relying on its flares to bring a more refined vibe, and its structural similarity to Interstate (used as Echo's primary brand type family) to connect back to other products.

Designer Rory Overdorff used Newsagent and Blackbike from Typeverything, Fairley Five and Eight from Ephemera Fonts, and LHF Chicago Script from Letterhead Fonts to create a bold and contemporary bottle design for Kennedy’s Irish Whiskey that emphasizes strong typographic presence.

The typeface’s structured yet expressive forms bring clarity and confidence to the layout, allowing the label to communicate directly and elegantly. The clean composition and modern letterforms of Newsagent anchor the visual identity, making typography the hero of the piece.

The Paloma can from Straightaway Cocktails features New Forest, giving the flavor name a refined and contemporary presence that complements the drink’s bright blend of tequila, grapefruit, and tamarind. Designed by Each Other with illustration by Colby Brooks.

The secondary fonts are Domaine Sans Text for the small text and Triade for the logo.

Red Antler developed the brand identity for Ourself, a skincare company founded by beauty veterans Vimla Black Gupta and Christine Song. Built around the breakthrough concept of Subtopical Skincare™—a technology that works beneath the skin’s surface—Ourself combines scientific innovation with emotional resonance.

The undulating “Fluid Force” ring symbolizes transformation and motion, while the use of New Forest adds organic sophistication and expressive warmth to the brand’s voice. The typeface, available from Typeverything, complements the system’s balance of precision and humanity, reflecting the brand’s belief in embracing change and revealing one’s truest self. The accompanying sans appears to be Milieu Grotesque’s Maison Neue Extended.

Molino Roca is a traditional Mediterranean rice farm in Valencia, Spain. Dailos Pérez Studio created their new identity and packaging using Newsagent from Typeverything for the logotype and titles. The accompanying sans is Sweet Sans by Mark van Bronkhorst.

Plage Paloma is a vintage thrift shop located in Paris and Lyon. The typography used for their visual identity is Jack's Maggot, designed by Simon Walker.

The business cards are printed on Colorplan paper with foil by Foilco and printed by ICB Imprimerie.

Pippāl is a gathering place that celebrates the richness and diversity of Indian culture and cuisine, and melds traditional flavors with a modern touch. Influenced by the contrast and depth of cultures across India, the brand identity is built on connection and balance, reflected in both the wordmark – based on New Forest – and icon.

The typeface Sometimes Times offers an inviting timelessness and charm. Interstate relates to the slightly condensed, high counter height of Sometimes' letterforms, yet contrasts as a hard-working sans-serif. Campaign adds a layer of interest to augment the other two typefaces, with a charismatic expanded Grotesque font that rounds out the typographic system.

Studio MPLS designed the logo and packaging for Strange Lands, a (now defunct) distillery that was based in Trois-Rivières, Quebec. The identity uses an elegantly-customized Crayonette DJR for the logo, monogram and perhaps, most importantly, the word “GIN”). Other display text is set vertically in Corfe, and supporting text is set in an all-caps combination of LHF Egyptian and Series A Signage JNL. The identity uses a variety of colors to distinguish the different gin varieties, all set on a label with distinctive stepped corners.

Studio MPLS senior designer Brent Schoepf spoke to The Dieline about the typographic palette:

[Crayonette] DJR all day! Dolly Parton’s album Home for Christmas made us do it. We’re just imitators in this case. All other typography is either from Letter Head Fonts or Jeff Levine, always and forever our default font makers. And a special shoutout to Beasts of England for the embossed type on the side of the bottle, done in ‘Corfe’.

Florentine is an Italian restaurant in Stockholm, Sweden, created by Urban Italian Group. We started the branding design by imagining Florentine as a woman from Florence who picks her own produce and local wine as a way to communicate the restaurant's commitment to quality and authenticity. The logo design is set with a bold typeface to match the retro feel of the interior, and has alternative versions for use on different mediums.

Our type choice for the main logo was Cubano to start out a bold identity, which was useful on the custom designed mosaic on the entrance. The branding is completed with Geomanist on the menu and hoarding designs. We used Carnaby Street (Beasts of England) typeface on menu and website titles to complement the word mark.

We are seeing illustrations of Florentine in a subtle way through the branding, trying out pasta, having a spoon of tiramisu and making Italian hand gestures, which added a playful feel to the brand and made it more inviting and approachable. We've created animations, such as clinking glasses and champagne towers to showcase the fun atmosphere of Florentine Trattoria. Using these on social media and web design to help catch the eye of the new customers and promote the restaurant's unique personality. The color palette inspired by the south of Italy was our choice to convey the warmth and richness of Italian cuisine.

Steady Rise Bread Co. is the home bakery of Big Fog illustrator/designer Valerie Burgess.

The logo, designed by Big Fog, features Hoodzpah's left-leaning retro script Beverly Drive by Amy Wood in the primary wordmark. The packaging and brand elements are set in Room 205 from Beasts of England and Polytype’s semi-monospaced Hellenic Typewriter. A little bit of New Forest, also from Beasts of England, is visible in the “HAND MIXED/FRESH BAKED” graphics on stickers and business cards. The SR monogram is a slightly customized Room 205.

Dr. Natalie Engelbrecht RP ND is a dually licensed registered psychotherapist and naturopathic doctor, and a Canadian leader in trauma, PTSD, and integrative medicine strictly informed by scientific research.

Dr. Engelbrecht’s website uses a restricted selection of complementary colors, coupled with an array of equally complementary typefaces. Galaxie Copernicus (Village) is the primary typeface of choice, supported by Poppins (Indian Type Foundry). For the logotype on the home page Room 205 (Simon Walker) was used, and Rostrot (Fraktur Mon Amour) and Brilliant Signature (Arendxstudio) are featured in the illustrations on the Credentials page.

Design by Eva Silvertant, web development by Quinn Rusnell / Strategic Web Development.