The Purdey’s packaging has been designed with a focus on typography.Words used to describe the taste of the product have been cut into lino and then printed onto handmade papers in green, purple, red and blue inks. These printed papers have then been wrapped around the bottles to give a rustic and natural feel, reflecting the Purdey’s brand ideology. The existing Purdey’s drink label has been redesigned and secured as a separate piece around the neck of the bottle, which details information regarding the product and nutrition.