Good design is about so much more than pretty things to look at. Usability is just as important. When Mississippi River Distilling Company challenged us to redesign their bottle and labels, they asked us to create a memorable design while making sure the bottles were highly functional to meet distributor, retailer and bartender needs. In coming up with the new design, our team took everything into consideration from the unique, era-specific bottle shape that will require less shelf space, to the length of the bottle neck and how that will feel in a bartenders hand. The result is a custom bottle and label design that not only visually stands out on the shelves, but also meets market needs.