Written by WES WOODDELL
the
POWER of the UNPACKING EXPERIENCE
the RITUAL of UNPACKING We all know the sanctity of opening our favorite alcoholic beverage. Envision, for example, the sound of a cork being persuaded out of a wine bottle, followed by the familiar “glug-glug” of the liquid against the crystalline glass. Imagine the perfect pour of a smoky scotch, the aroma filling your nostrils with peat and your mind with memories of hunting adventures. The importance of these experiences cannot be understated; it’s as integral a component to the drink as the product itself. But allow yourself to step outside the spirit space for a moment and think about other things that inspire real satisfaction when opening them. Perhaps it’s the slow draw of a new iPhone box, or the beautifully solid sound of a Tesla door opening. The unboxing of a platinum set of NBA cards, the cracking and peeling of a boiled egg, or even the classic key and peel of a simple sardine can are all experiences that hold meaning beyond just access to a product. Each of these instances encapsulates an important step in ritual. Rituals carry emotions within them, which is what we always aspire to — no matter the category, the product, or the strategic positioning of the brand.
Deep Eddy Vodka . . . . . . . . . . unpack’d PHOTOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . Melissa Skorpil BRANDING & PACKAGING DESIGN
84
W W W . ARTISANSPIRITMAG . C O M
