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Baba Yaga Absinthe is so strong that the designers at Hired Guns Creative had to test several stocks to ensure the paper would not be destroyed should a couple drops land on the outer sleeve. 



Arbutus Distilery

Quantity Produced

Production Cost

Production Time

Dimensions (Width × Height × Depth)

front label: 8.7248 × 5.6505 in.
back label: 8.7248 × 3.25 in.
bottle sleeve: 8.8713 × 11.3178 in.

Page Count

Paper Stock

Bottle: Glacier Plus
Sleeve: Paper Tyger / Super White

Number of Colors

Label: 1 ink, 2 foils
Sleeve: 4 colours





Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging
Baba Yaga Absinthe Packaging ---

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Project Description

A new-world absinthe deserves a new-world packaging. Rather than the "Paris in 1899" look that so many in the absinthe category favour, we went with a more modern approach, an approach that reflects the experience of authentic absinthe (read: wormwood).

The product name is taken from Eastern European folklore — the same region absinthe originated in. Baba Yaga was a wise woman and a healer who lived in the forest in a hut built on top of chicken feet and surrounded by a ring of skulls on top of her fenceposts. She would aid the pure and punish the undeserving.

We initially settled on the concept of the front label: a wickedly toothy grin rendered in multiple foils and embossing. But what about all that pesky legally-required information? Adding all of that text to the front label would only diminish its impact. That's when we thought up the idea of the bottle sleeve. It holds all of the legal info and hides the insanity of the inner label until customers get the bottle back to their home. A perfect extension of the absinthe experience.

Production Lesson(s)

The bottle sleeve required a lot of prototyping to get the dieline just right. It needed to fit the tapered bottle like a glove and leave enough room at the top for easy removal of the bottle. The stock selection for both the bottle sleeve and the label involved testing quite a few stocks to find ones that held up to the high alcohol percentage of the liquid inside the bottle. The last thing we wanted on this product was a few drops of high ABV (Alcohol by volume) spirit destroying the packaging.”

Post Author

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Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

April 7, 2015


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

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Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

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