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Interview with Jordan (JD) Dolheguy, Senior Designer at The Company You Keep, who drew together the concepts for our visual identity. Our vision was to focus on what we are, not what we’re free from. A premium staple item, with depth and complexity of taste, that is proudly polarising. Through this we decided to embrace our versatility, balance familiar with novel and pair an iconic profile with iconic form.

Can you share with us a bit about yourself?

Extra tall, find it hard to buy suits, still read graphic novels, listen to music my Dad loves and my Mum hates.

What is your design experience / career background?

I’ve worked in the branding industry since 2008, and have been fortunate to be a part of some great agencies and institutions, such as the NGV, Studio Brave, Y-M-D, and Alter. I was lucky in the sense that there was only one thing I was ever good at and enjoyed at high school, and that was drawing and image making. If I didn’t have that I’d probably be working at the hospital like the rest of my family.

What does your role involve at TCYK?

Senior designer, handling branding, signage, websites, art direction etc for large global businesses, down to smaller, scrappier startups.

Favourite thing about working in the agency?

The freedom of expression. Our director is unique in that he truly values creative expression and creating something new and sometimes awkward, rather than satisfying yet safe.

Can you share the process involved in creating Etota’s new brand identity?

We research competitors, we research the market, we start with the core offering and then work in spirals outwards, digging through wikipedia and historical archives for references, concepts, and ways of thinking.

Where did you draw your inspiration from?

Etota’s versatility, the fact it can be mixed or not, alcoholic or not, occasion agnostic, drew a parallel in my mind with the Cubist and Futurist idea of Universal Dynamism: the concept that all objects are in motion and are not just one thing or state, but many and all. This led us down the rabbit hole of the shared links and roots of Italian Futurism and the classic era Aperitivo of the 1910-20’s.

What do you like most about Etota’s flavour profile?

The bittersweet, almost unknown ‘umami-like’ flavour. Something you can’t quite put your finger on.

What do you feel sets this brand apart?

Simply: its versatility and unique and positively-polarising profile.

How much do you like gin?

I love gin. My second favourite spirit behind ouzo, another very polarising flavour.

What do you hope to see next from Etota?

I’d personally love a replacement for my Angostura bitters. A hyper concentrated dash bitter mixer.



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