Identity design for a Caribbean brand of spirits.
World-famed soca artiste Machel Montano came together with radio station owner and event promoter Tony Chow Lin On, promoter and club owner Johnny Soong and former Angostura executive, Patrick Patel to form a spirits company 3ZERO Ltd. The company’s name is derived from Montano's celebration of his 30th year in the business.
A 3ZERO Custom Alphabet using Didot was created for use in this project. This modern typeface, characterized by consistently horizontal stress, flat and unbracketed serifs, and a high contrast between thin and thick strokes, were the final step in typography’s two-hundred-year journey away from calligraphy. The sans-serif version created for 3ZERO balances the historic fashionable sensibility with contemporary trends.
A symbol utilising 2 interlocking 3s was created as the building block of the 3ZERO pattern. The interlocking 3s were manipulated into a half-drop repeat pattern.