In celebration of the Year of the Dragon, Leo Burnett Singapore and Beam Suntory have unveiled a new, special edition packaging for Bowmore® Islay Single Malt Scotch Whiskey. The design is a striking visualization of a determined carp’s journey of transformation into a powerful dragon.
The concept behind this Year of the Dragon limited edition packaging was to narrate the story of Bowmore’s journey to greatness. Sharim Gubbels, Leo Burnett Singapore’s Executive Creative Director explains, “We see parallels between the Chinese legend and Bowmore’s history, where a shared lesson emerges: that greatness belongs to those who persevere.” The design reveals the majestic dragon at the end of the journey, alongside Bowmore’s own triumphant creation: a single malt scotch perfected over centuries of refinement.
Bowmore, with a rich legacy spanning over 240 years, is synonymous with resilience and determination. It remains dedicated to the art of handcrafted whisky, faithfully passing down traditions, skills, and expertise from its inception in 1779.
To encapsulate this spirit of resilience, Leo Burnett Singapore drew inspiration from an old Chinese proverb: “鲤鱼跳龙门” (The carp has leaped through the Dragon’s Gate). This proverb narrates the story of a humble carp’s journey to conquer the peak of a raging waterfall. Despite the turbulent journey, the carp ultimately prevails in a final, triumphant leap at the peak, miraculously transforming into a majestic dragon – a testament to the enduring truth that only those who persevere can attain greatness.
Singaporean illustrator Kenn Lam beautifully captures the moment of the carp’s transformation into a triumphant dragon, revealed as the package glides open to reveal the Bowmore Single Malt nestled inside. The back of the box features an original spring couplet (a two-line poem traditionally written during Lunar New Year) that tells the story of the carp and the dragon, written in hand-drawn, contemporary Chinese calligraphy.
The 2024 special edition packaging for the Lunar New Year showcases the Core 15-Year-Old bottle (available in Canada only), and an exclusive 18-Year-Old bottle (available exclusively in travel retail doors in China, Malaysia, South Korea, Thailand, Singapore, and Macau, among others). The pack is currently available for purchase, leading up to the Lunar New Year.
The 2023 special edition packaging was recently awarded the Bronze award for illustration by World Brand Design Society, and earned itself a shortlist at New York Festivals Advertising Awards, and several metals at other notable award shows.
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