Chosen Brief - 21st Century Scotch Whisky

Packaging Design Brief

Create packaging for a 21st century Scotch whisky brand that challenges category convension and rituals and appeals to an international female consumer

Creative Challenge

The Scotch whisky packaging category is stepped in a rich historical of codes and imagery. Almost all of the brands we are familiar with started way back in the 1800's and most still echo that historical period in their physical manifestation.

There is an overt theme of masculine prowess, 'heather and weather' and 'macs' of conservative traditions. But what could an authentic, modern Scotch whisky look like in 2012?

We want you to create packaging for an innovative, new brand that is firmly rooted in the 21st century, is progressive and challenges the category conventions.

Specifics

We need a name that reflects the brand's positioning (the product is a smooth, premium blend of highland and lowland whiskies sources from small distilleries). The physical container is completely open to creativity (but with a respect to its sustainability).

Its time for a new generation of whisky...