Krug - Keep on Peelin’

Magazine Sleeve

CLIENT // KRUG CHAMPAGNE
CONCEPT // DESIGN // ART DIRECTION // ART WORK

Each year Krug Champagne partners with a media publication to market and distribute their annual single ingredient book. This year they collaborated with SUITCASE and asked us to design a sleeve for both our magazine and their single ingredient book, “Onions”. 

They didn’t want the sleeve to be overly Krug branded but have a relation to the theme and work as an extension to the magazine itself. I decided to focus on the onion and what this represents. I began to play with the idea of layers; a sleeve that can reveal new information as you’re unfolding and opening it. To take the reader on a journey and allow them to enjoy the process of peeling away a new layer.

For the artwork on the sleeve, I illustrated the layers that are revealed when cutting into an onion, choosing to have these printed in spot UV to prevent the artwork from overpowering the copy. Instead, these worked in harmony with the spot UV adding a glimmer to the lines, so that the lines shone when the light hits, adding texture and tangibility.