Introduction
Gift packaging redesign for The Singleton Scotch Whisky in the
Taiwanese market.
Challenge
A premium image and strong shelf presence are vital in the
crowded whisky market, especially in Duty Free. Diageo felt that
The Singleton's secondary packaging was its weak spot and asked us
for a redesign that would do justice to this very special spirit
and boost its shelf standout.
Solution
True to The Singleton's Scottish roots, we took our inspiration
from nature and the rugged Highland terraine. The Singleton's
natural habitat is reflected in every element of this subtly
refined gift carton. From the rippling waters of the mountain lochs
that are used to make the whisky to the smooth, matt pebbles on the
shore, we used very contemporary colours and textures to convey the
untamed yet tranquil qualities of Scotland's landscape. Careful
crafting and hand scripting communicate premium status whilst
avoiding heavy-handed heritage devices. Our gift pack genuinely
reflects The Singleton's band values: 'Balanced, Authentic and
Progressive'.