The liquor shelves are crowded with premium Single Malt Scotch brands such as Glenfiddich, The Macallan, and Johnnie Walker, all vying for market share. The challenge was to develop a limited edition pack for Benriach’s 12-year-old Speyside Single Malt Scotch Whisky for the Chinese New Year 2024, the Year of the Dragon. This traditional celebration, honored globally, offers a major opportunity for special edition product launches and limited-edition packaging expressions, rich in vibrant themes that change every year.
Benriach is well known for their eclectic mix of casks used in their whiskey’s maturation process. Taking the iconic cask, a repeat-pattern was created to serve as the base design for the packaging. In theme with the year’s nominated zodiac animal, a stylized dragon was created that could be animated for use on social media. Multiple special finishes were employed, including special uncoated paper, debossing, embossing and metallic foils, adding a tactile layer of luxuriousness to the brand experience.
The end result was bespoke packaging that stayed true to the Benriach brand while marrying in the richness and tradition of Chinese New Year. A design truly worthy of the ‘collector’s edition’ title.
