Blue Dog Keeps You Awake During Full Moon

It is said that sleep problems magically disappear over time. Unfortunately, we have to strongly disagree with such statements not supported by facts, but just words. This myth was successfully debunked by our sister site Brandingmag during the unique BrandingNITE experience. While the adventure unfolded over the span of one night, our very own Editor-in-Chief, Flavia Anghel, and other local experts unraveled the enigma that spun around the branding industry in Romania. And just like that, we learned how to get cured of insomnia.

While the speakers treated the branding insomnia, a new project crafted by Panfilov & Yushko seeks to boost the actual sleeplessness through a bold visual story and a famous mythological character. Targeting a limited-edition alcoholic beverage that bears the “Blue Dog” name, the packaging design that embellishes the bottle pursues to awaken your inner werewolf.

As you probably noticed, the design is the antithesis of the presented product. While the drink might turn you into a sleepyhead, the illustration embedded on the bottle triggers your attention, leaving room for interpretations that might keep you awake in hope to explain them. You will feel like you are part of a cyclical structure, almost like in a strange loop, from which you will only be able to escape once you discover how to become a werewolf.

The alcoholic beverage was born out of Gennady Kuznetsov’s special recipe and provides an insight to creating a deeper connection with yourself. Without revealing a single word about the ‘hypnotic’ process used to awake the restless beast that hides beneath your skin, the agency handcrafted a packaging design that endows both mind and soul with magic.

The beverage’s bottle has become an outstanding art piece. First of all, the matte-paper finish certifies the fact that Blue Dog carries a top-quality apple and pear essence. However, what interests us the most is the design that has captured our attention right from the start. On the front of the label, you can enchant your sight with the image of a four-eyed dog, an optical illusion that confuses the mind, successfully mixing up your emotions.

As this wasn’t enough for the viewer, the peculiar illustration is framed by the message “I want your soul, I want your heart. Love everlasting, never to part.” Read it a few more times and your brain will start thinking that a spell had been cast upon you. And maybe that’s what the creatives intended to do because once you flip the bottle, you’ll discover there’s another text from the wolfdog: “You will return to me, I know.” This almost sounds like a threat, which we’re going to happily accept.

The Blue Dog packaging | Click to enlarge

Besides the ‘promise’ encrypted within the label, you’ll get to know some facts about the cider itself. There is also a small reminder that the bottle was made exclusively for you. The one that you hold in your hands carries a number which shows you that you get to be one of the 53 lucky people to enjoy a cold glass of this luxurious cider.

Similar to the bottleneck of a noble wine, the cider is closed off with a cork stopper that carries a steel-made 3D image of the same dog lying on top of it. But what’s more intriguing is that each bottle is packed in a rusty sheet-metal box with industrial motifs. To give to this concept continuity, the creatives replaced the much-appreciated bubble wrap foil with a protective ‘cushion’ that resembles tin wires. But don’t worry, the Blue Dog bottle will rest in there tightly.

Oh, and we almost forgot to tell you the most important part: after reading this article, exactly at midnight, on a full moon, you might actually transform into a werewolf. And then return to the Blue Dog because, you know, there are only 53 four-eyed dogs and they might want some new company. And if you don’t know how the transformation occurs, here’s an infographic that explains the whole process… Ha-Woooo-Oooooo!!!!!