Glenfiddich Wins Silver Award

Overview

On the back of its long-standing and successful relationship with William Grant & Sons, LFH were invited to re-design packaging for ‘Glenfiddich 21 Year Old’ to enhance its presence amongst consumers who seek out premium whiskies in the travel retail market.

Challenge

The product is uniquely finished in barrels that once contained Caribbean rum. However, the original packaging had been designed to sit within the core range – defined mainly by a purple colour – and did very little to differentiate and communicate the whisky’s unique character. It was important that this provenance was reflected in the design to convey a sense of passion and intrigue.

Illumination

The new design features an ox blood colour that instantly communicates that this product is unlike other whiskies. This, combined with gold detailing and bright red vignettes – inspired by the Cuban cigar; as well as fluid graphic filigree patterns – to denote the passion and rhythm of the Cuban dance, ‘Habanera’, from which the infamous Tango is derived – establishes a brand identity that is beautiful, exciting and powerfully appealing. The lavish presentation box – which echoes the design of the bottle – is finished with gold and varnish detailing to embody the passion and rich spirit of the Caribbean. Our unique ‘Connected Expertise’ approach enabled us to work hand-in-hand with the printer to achieve the unique coloured background without any compromise to the original design, resulting in a brand that remains true to our original vision.

Result

On 20 September 2011, Glenfiddich 21 Year Old was awarded a Silver medal for the Best Packaging/Repackaging of a Drinks Brand at the Drinks International Travel Retail Awards in Cannes.

< Back to Our Work