CREATIVE DIRECTOR:
Erich Weiss
AGENCY:
WeHolden
SERVICES:
Conceptual Design
Label & Package Design
Various Alcohol Brand Proof of Concept
WeHolden: Concepts
As a freelance art director for WeHolden, I have worked on a variety of conceptual designs and experimentation for different brands, including Salta Montes and Botld. Each is unique in design and stylization, but the consistent goal is to prove a solid conceptual direction that would sell alcohol.
CLIENTS:
Salta Montes Tequila, Botld
ILLUSTRATION CREDITS:
XXX — Salta Montes
Some images use AI to execute concept, not to advertise
Salta Montes Tequila
flat design
The concept development design typically begins with a flat layout, then is added to a mid-fi mockup. Once a direction is chosen, photoshoots (or AI) can help bring the product to life.
Botld 250th Anniversary of America
alternate design
Since 2026 was America’s 250th birthday, Botld was looking for a specialty release line that felt collectible and nostalgic for Philly consumers.
I included many references in the design, like a quote from the Liberty Bell, parts of the PA flag, and silhouettes of important buildings.
The center stamp is a “customizable visual signature” created by Visit Philadelphia to celebrate the event with the community.
Botld “Preferred Pour” Vodka
“quirk core” with mascot
“lab style”
To sell some of the excess product they had in stock, Botld requested some “preferred pour” vodka designs to spruce up the standard product. Two different styles — “quirk core” and “lab style” — were tried for conceptual experimentation.