Jester's Laughter - Irish Whiskey

"Jester's Laughter" is a collaborative project by Widakk Design studio and Amit Chippa.

"Jester’s Laughter" is an imaginary brand created with the purpose of exploring new design ideas.

It is nice to have complete freedom over the creative direction and to take the design to unexplored areas of creativity. Widakk Design Studio was responsible for giving the name to this brand and working on the complete label design.

The name was chosen based on a few criteria: it’s mysterious (why is the jester laughing?); it's visually appealing; it has a good length; and it’s a mouthful, try to say it out loud!

The idea is to work on a series of various designs for all kinds of products, but always with the same name: 'Jester’s Laughter'. To take the whole idea one step further, the company behind a product will always have the same brand - “Two Masters”. In this case, the product is whiskey and the company is naturally a distillery.

Full project on Behance