Wedge’s identity for AUPALE combines the beauty of the extreme Canadian north with glacial chemistry
Montreal-based design studio Wedge, renowned for their forever growing expertise in the world of memorable drink identities, have done it again with their work for AUPALE VODKA; a Canadian distillery priding themselves on their quality, purity and chemistry.
Under the influence of the striking natural world, they find themselves surrounded by in the extreme Canadian North, both illuminated by the Northern Lights and framed by the glacial landscape, AUPALE’s corresponding identity finds harmony between its visceral foundations and the studious underpinnings of its construction. From it’s recycled green cap whose colour nods to that of the Aurora Borealis, to the bespoke bottle inspired by the mid-20th-Century Finish glass masters that reflects the raw, glacial environment of its distillation, every element of Wedge’s design has a distinct rationale and reasoning that corresponds with AUPALE’s story.
“We fell conceptually inspired by this ‘exchange of natural forces’, and put pen to paper, sketching various shapes,” Wedge recall, “our main constraint was to respect a client must-have: a classic Bordeaux base shape.” Embracing the archetype Bordeaux form and reworking its base from a sketch originally drawn from Wedge’s Design Director Justin Lortie, the bottle design simply fell in place effortlessly. “In fact there were more iterations of materials such as the metallic tin wrapping and ensuring the proper hue,” Wedge add, “not too green, not too flashy, just right!”
The duality between nature and chemistry is directly translated in Wedge’s typographic choices, with a beautiful custom-drawn wordmark which conveys the gentle and agrarian side of the product through its oblique seriffed construction, and Coppers and Brasses’ Martha Regular providing a technical, supportive underpinning. The relationship created between the two is incredibly captivating, showing a striking air of sophistication via the wordmark and an honesty and functionality through the simplicity of the supporting typography, reminiscent of nostalgic small-town creations. “In combination the choices,” Wedge explain, “gave an edge and strength to the elegant product we don’t often see in vodka.”
This feeling of locality and heritage is also shown in the brand’s symbol, an echo of the brand’s original name Opale, which had to be changed during its production due to legal trademarking. “The name was then changed to AUPALE and the symbol remained,” Wedge explain, “you can tell when you look closely.”