About Me
Identity
Animation + Video
Posters
Books + Zines
Iconography
Web
Publication
J&J Mead Co.
Illustrator
Analog Illustration
In 2018, in the heart of Peterborough, just two hours from Toronto, Judy and James Elgeti began a quiet experiment in flavor that would grow into J&J Mead Co. What began as curiosity soon became a craft. Immersed in the tradition of mead-making, they refined each small batch with patience and intention, earning a reputation for beverages that feel as warm and thoughtful as they taste.
When they were commissioned to create a custom mead for a wedding reception, they wanted the bottle to carry the same care as the drink inside. They reached out to collaborate on a label designed specifically for the soon-to-be-wed couple, with the intention of creating more than packaging. Together, we developed a design that felt personal and celebratory, a keepsake that would mark the beginning of a new chapter.
Step 1 | Concept
Their clients share a fondness for all things mushroom, and they hoped to see that charm reflected in the label. I embraced the opportunity to weave mushroom iconography into the design, allowing it to feel whimsical yet intentional, like a quiet nod to something deeply personal.
An important consideration was creating a clear visual distinction between flavors. I explored this through a series of iterations centered on two rich hues: blue for blueberry and a deep red for raspberry. The color pairing not only differentiates the varieties at a glance, but also adds a vibrancy that complements the playful spirit of the brand.
Judy and James also chose to bottle their mead in single-serve portions, an unconventional decision that felt perfectly aligned with their inventive approach to winemaking. This inspired a label system that feels casual yet refined, balancing approachability with craft, and reflecting the thoughtful individuality that defines their work.
Step 2 | Iterations
After exploring a range of color palettes and graphic styles, we arrived at an unexpected but welcome challenge: the client loved them all. Rather than forcing a single favorite to the forefront, we stepped back and looked at the collection as a whole. What emerged was not one standout label, but a family of designs that felt strongest together, each contributing its own personality while maintaining a shared visual language.
In refining the set, we chose to limit the variations featuring a charcoal background. While striking, the darker tone softened the brightness and playfulness that felt essential to the brand’s down-to-earth spirit. By leaning into lighter, more vibrant compositions, the final selection better captured the warmth, approachability, and joy that define their mead and the people behind it.