Eins, Zwei, Dry / Label and container

As an allusion to Billy Wilder’s Cold War movie comedy of almost the same name, “Eins, Zwei, Dry” is not an American carbonated beverage coming to post-war Germany but a dry German Riesling they’re getting sweet on in the USA. With “Eins, Zwei, Dry” the development of the wine and its pack design went hand in hand to create a product that is perfectly tuned to the American market. The classic Leitz look was roughed up a bit with bold hand-drawn letters and the crudely presented number. The logotype runs seamlessly across the bottle cartons when they are arranged in a staggered formation.