The brief was to create Whisky packaging that would appeal to women as the industry aims to broaden it's appeal to a wider audience.
One stumbling block I encountered in my market research is that the product's exclusivity, while beneficial in positioning it as a premium product, also serves to isolates potential buyers by suggesting only those who know about Whisky are able to appreciate it.
I challenged myself to make it more accessible by educating the buyer about the product within the bottle. The label is a dye-cut sleeve concealing scented cards, when the customer rubs the card it releases the scent and they are introduced to the flavours in the Whisky.
By making this a fun experience I was tapping into the cocktail mixology culture where a drink is appreciated for the entire experience with no fear of breaking unwritten rules.
I found that experts believe adding water to Whisky releases the flavours which lead me to the name and the distinctive drip design on the bottle so when the label is gone the bottle remains elegantly branded.