Halcyon sell through their own site and a handful of stockists. Most customers never hold the bottle before buying it — they see it at four hundred pixels, in a grid, next to competitors.

So the brief was not a label. It was an outline that survives being small, dark and thumbnailed.

Bottle — the shape, before any label.

Detail — the shoulder, which is the whole design.

‘People recognise it in a grid now. That was the entire brief.’

Halcyon, Creative Director

The making

The cap is oversized on purpose: it gives the silhouette a top-heavy profile that is recognisable with the detail thrown away.

Everything else is clear glass and a single pressed mark, so the liquid is the only colour in the photograph.