by Rachel Oakley in New Design on Monday 5 May 2014

You probably don’t realize how ordinary vodka packaging is until you see a really cool design. Spine Vodka was a private project by Johannes Schulz after his graduation from an international communication design school in Hamburg, Germany. Schulz says he integrated the spine with the ribcage to ‘communicate a product with a “backbone,” a beverage that lives up to its promise, to be a honest and strong [drink]’. So even though this is just a concept for now, wouldn’t it be cool to see more packaging like this from everyday spirits?

Via Johannes Schulz