There is not one amongst us who has not been guilty at one time or another of buying alcohol, simply because of the look of the label. 

Graphic design, whether it's seen in labeling, general packaging, advertising, or even general promotions, subconsciously sways us more than we would like to admit. 

It influences our perception of the brands that we like and what we think buying those brands says about us. 

One designer, who's done a lot of work for brands from Bacardi and American Liquor Co through to Appleton Estate and Aviation, is Shaun O'Rourke.