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Etz is an artisanal vodka brand made from Palestinian pomegranates. The word "etz" in Hebrew means "tree," and was the visual basis for the branding of this liquor. Taking this word and abstracting it into a typographic mark reminiscent of tree branches or roots, and designing it in the style of modern Israeli art with crisp, clean, and sharp lines gives the consumer a taste of the product by simply looking at it.
Tyler School of Art
Art Direction: Paul Sheriff