OBJECTIVE
Design and position a luxury brand that translates the spirit of American racing heritage into a refined drinking experience.
A class sponsored project in collaboration with STRANGER & STRANGER.
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discover the taste of pure adrenaline.
Welcome to the world of salt flat racing.
Six63 is a premium vodka brand inspired by the high-speed world of salt flat racing, where vast, hardened landscapes serve as proving grounds for land-speed records.
American salt flat racing emerged in the early 1900s where vehicles, ranging from hot rods to purpose-built streamliners, race on the flat, hard-crusted salt which acts as a natural coolant against the heat of the record-breaking speeds.
What began as experimental competition evolved into a storied American tradition rooted in precision, ambition, and the relentless pursuit of velocity.
The bottle design draws from the sensory experience of racing, incorporating the stark landscape and distinctive salt textures embossed into the glass, along with tire tracks etched into the mid-tier edition. The caps reinforce this narrative, with the high-tier form echoing a racing cockpit and the mid-tier referencing a salt-crusted tire.
hit the salt
While land speed racing can appear flashy from the outside with its high-risk atmosphere — what ultimately defines it is the level of precision required to compete on such a formidable landscape and the joy garnered from that. These extraordinary feats of engineering is driven by the experiencing of “hitting the salt”.
