Studio Creata used the idea of flight for inspiration in the design process for the brand Propeller. By using a specific pilot throughout, the agency aimed to have consumers identify with this man, and ultimately be curious about the stories he had from flying around the world.
The collection of spirits is aimed predominantly towards a male demographic, and considering that most pilots these days are still male, this makes sense. Moreover, the idea of becoming a pilot is appealing for many individuals, as it is looked at as a career of power. Aligning these ideals with a booze brand works well here, and Studio Creata did an excellent job in pulling out these hidden meanings. Every inscription and detail on the packaging is inspired by aviation, with no element overlooked.