Drink Responsibly Sweater

The fine print on spirit bottles isn't the most crucial element, but a necessary component anyhow. So can it can be both irreverent and serious at the same time?

Initially created as a lighthearted experiment for Fernet-Branca, this project ended up looking quite impressive. The story goes, an eagle-eyed account supervisor, helping to QA massive amounts of POS and various marketing materials, notices a recurring issue: a rogue space in a line of legal copy.

The occurrence happens often enough it naturally becomes a meme within the project team. Then, along comes an opportunity to design a custom ugly holiday sweater. And what better place for a meme?

The team takes this legal line, adjusts it to ensure maximum chaotic spacing and places the design on a mockup as a complete joke. Account supervisor laughs at it. They share it with client. Client has a laugh. Approved. Send to print.

Check it out below.