The new single malt from Chivas Brothers arrived on shelves unbound by convention and with a fierce determination to shake up the single malt market with its bold brand attitude.
The category goals were to challenge stereotypes, and to introduce whisky into less formal drinking occasions. Our design challenge was to create a neck tag that matched the brand’s ambitions and captured the spirit of the whisky.
Speyside is known for its fruity whiskies but Allt-A-Bhainne goes against the grain to bring peat to the rugged mountain ranges, creating a unique single malt whisky with an unconventional flavour.
The concept had to be an eye-catching design that communicated the founders’ vision. Born in the 70’s, this new single malt was never going to be your typical whisky: it would be proud to stand out from the crowd, a walk on the wild side, rather than a dram by the fireside.
This whisky is liberated and disruptive. That’s what makes it different. We chose angular detailing and unique edges, which, combined with textured boards, reflected the peat and smokiness of the brand. The finished product: a design solution with plenty of shelf shout!