Scotch whisky packaging is steeped in a rich history of codes and imagery. Almost all of the brands we are familiar with started in the 1800’s and most still echo that historical period.

There is an overt theme of masculine prowess, ‘heather and weather’, ancient castles and a world of ‘glens’ and ‘macs’ of conservative traditions.

The aim was to create packaging for a 21st century scotch whisky brand that challenged category convention and rituals and appealed to an international female consumer.