The Tasmanian devil is easily characterized by its menacing black coat slashed with a white stripe across its chest, yet many people associate the name with fond memories of the cartoon character, capable of spinning at great speeds, illustrated by a whirlwind.

The concept aims to capture the essence of both these striking characteristics and common associations of the Tasmanian devil. The whirlwind and the pattern of the animal's fur. By incorporating both of these visual images, into a simplistic yet striking design, the three dimensionality of the bottle's form is utilized and creates a visual cue hinting toward the devilish yet elegant contents, screaming to be released.