Gabby Guenther

White Mousee

 

White Mouse

Identity / Print Design

White Mouse Whiskey is inspired by Nancy Wake, one of the most decorated servicewomen of World War II and the Gestapo's most wanted person, nicknamed 'The White Mouse'.

 
 
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background

I was tasked with designing a brand of liquor and designing associated packaging. When researching whiskey and why women didn’t normally drink it in history, I found that women who drink whiskey were connected with prostitution and escorts. Most women were not even accepted in a bar, it was most known as a “boys club”.

 
 
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ideation

Nancy Wake is the perfect embodiment of a strong-willed, independent woman in history that wasn’t afraid to be seen as powerful, just the type of woman who ordered whiskey at this time. Nancy Wake served as a British Special Operations Executive agent during the end of World War II. By 1943, Wake was the Gestapo’s most wanted person, with a 5-million-franc price on her head, and they referred to her as the “white mouse” because of her elusiveness. Wake knew how to use her charm and femininity to get what she wanted. She even went as far as to kill an SS sentry with her bare hands.


 
 
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brand

The whiskey needed to reflect this spirit of Nancy and be inviting to women, but not undermine them and create something that still looked feminine against the other liquor bottles on the shelf. I chose a short round bottle to really take up space and presence. The character of Nancy Wake was modeled off of a drawing of her, and then to connect to her nickname, ears and a nose was added. Each face describes a different side to her personality.

 
 
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Outcome

I took the concept further and hand-made an outer packaging “Mouse-Trap” cage for the three bottles. Of course, Nancy always seems to slip out. The White Mouse Whiskey has won a GD USA Student Packaging 2018 award and a 2018 Port City Review Award.