Package Design - April 2014 - 20

SPONSORED BY

MAKEOVER CHALLENGE
"We believe design is
inherently strategic-it
is in everything around
us adding beauty and
structure. We are
passionate about design.
It is the reason we are
who we are."
SuSan FederSpiel
executive vice president, Spring Design Par tners

SPRINg

DESIgN PARTNERS

w ww.sp r in gdesign partners.com

THE FIRM
Spring Design Partners Inc.
prides itself on being an
independent, creatively
driven, brand design consultancy dedicated to helping its
client partners create competitive advantage through
design.
This group of passionate
creative thinkers believes in
design and its power to do
extraordinary things. The agency's Makeover Challenge team
brings a deep well of experience and a global perspective
that it hopes will bring a transformative experience to Kelley
Quan New York.

THE PHILOSOPHY
Four core beliefs are the
foundation of Spring Design
Partners' philosophy. "We
fundamentally believe in
design," Susan Federspiel,
executive vice president,
Spring Design Partners,
20

APRIL 2014

remarks. "We believe in its
ability to engage and its
power to transform the way
that we think and feel. We
believe design is inherently
strategic-it is in everything
around us adding beauty and
structure. We are passionate
about design. It is the reason
we are who we are."

THE PROCESS
The firm's trademark
approach-Design Insight-
uses the discipline of design
to identify insights, define
opportunities and articulate
design solutions. By tapping
into visual drivers that connect the conceptual to the
concrete, the firm's designers
bring ideas to life. But that's
not all, says Federspiel,
"Design Insight quickly delivers real world solutions
rooted in consumer insight,
brand truth and category
relevance."

IN ACTION
Spring Design
Partners helped
Brooklyn Gin
founders Joe Santos and Emil Jattne
create a brand
Top to bottom, left to right: irina ivanova, design director;
identity and packellie Wu, designer; Carly Mankowski, designer; ryan
age design for their irven, designer; Susan ramos, account director;
super premium gin allessandra Greco, designer; ryan Crawford, account
manager; and Brian Stafflinger, design director.
using its Design
Insight process. To
create a look that reflected the craftsmanship with today's
artistic, vibrant culture," Fedessence of the gin's birthplace
erspiel reports. "The bottle
and engages bartenders with
structure pays homage to the
its hand crafted, micro-disapothecary origins of gin, reintilled pedigree, Spring Design
forcing its place in the new
Partners explored the brand,
speakeasy, while the medalthe category and the conlion label-stamped in
sumer to identify insights that
metal-celebrates the
were the foundation of the
authentic spirit at the core of
visual strategy.
the brand."
The winning design was
Joe Santos, founder of
inspired by the sometimes
Brooklyn Gin, adds, "The botgritty, but always soulful, borough of Brooklyn. "We crafted tle has single-handedly
opened more doors for us
a visual identity for Brooklyn
than anything else."
Gin that blends old-world

Package Design - April 2014

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