Betelguese Whiskey is a concept brand and packaging identity. The product was developed using ingredients inspired from ancient cultures from around the world. For centuries, many of these cultures have used crushed up beetle shells for their medicinal value. Compounds derived from beetles have been shown to be effective in treating many ailments and providing, in many cases, a euphoric experience. It is this euphoria that Betelguese Whiskey has captured. The branding was developed using historic, scientific insect illustrations to reinforce both the medicinal and traditional ethos of the product. The packaging uses a clinical and clean approach to layout and typography. The segmentation echoes both scientific tables as well as the ordered insect collections of entomologists.