Exploring modern aesthetics in whisky packaging design
One of the key steps in creating a new premium whisky, Japanese or not, is the decision of a target market and demographics. From here the brand has to choose what story and persona they wish to project and the packaging has to reflect this. Suntory’s recent product release, Hibiki, and aged (and pricey) blend, has been elegantly packaged in a 24 faceted, crystal-cut design bottle with clean cut labeling. Chief blender of the Hibiki brand, Keizo Saji, drew on the tradition of the Art deco movement with the insight that it’s “the most stylish and modern in history, the exact same words used to describe the flavor profile of Hibiki.” With this in mind, Suntory aimed to recreate the elegance and style of the Art deco movement in the packaging of Hibiki, and feeling they have secured this for said demographic, are also happy with the unintentional market growth in under 35 year olds, showing their success in creating a new modern persona for the traditional group of customers.
While some of the most revered Scotch whiskies have remained encased in their traditional packaging for generations, the industry’s advances in glass technology have brought about exciting and successful changes in the way that brands present themselves on the shelves at duty-free and off licences. McClelland’s single malt is a good example of a modern presentation. The brand encompasses various regional whiskies packaged in clear glass bottles embellished with the McClelland’s logo and wooden stoppers. The bottles are then individually encased in the tube of the respective region. As Mike Rose, McClelland’s brand manager explains, “with the new packaging we are trying to modernise the way customers view us, making more of our provenance and appealing to consumers looking for authentic regional whiskies.”
Collaborations between suppliers and brands in achieving desired looks
A study of whisky packaging is not complete without an examination of the relationship between glass manufacturers, closure suppliers, and the whisky brands. The packaging design process normally begins with an idea of what a brand wants. This could be a very detailed brief or just a vague starting point. For instance, “we want our product to look premium on the shelf” or perhaps “this is a super-premium whisky and we need a pack to reflect this to the consumer”. From this starting point, the brand will work in collaboration with a structural packaging designer and possibly the glass manufacturer to develop a concept. The package may also be a part of a new brand development program where the bottle and packaging are being developed simultaneously. In this case, a meeting may be arranged between the closure/glass supplier and the packaging designer, often without the brand being present. The packaging designer will strive to push the boundaries of the norm and develop an award-winning design. Often at this point, the glass and closure will have specific requirements as to the feasibility of the design.
Although it is possible in some cases to change the molds used to produce a glass bottle, this is an expensive process and in the vast majority of cases, it is expected that the brand will select a stock bottle from the supplier’s range. Therefore, a compromise must be reached between finding a bottle that is both an accurate representation of the brand and not too costly in terms of time and money for the glass manufacturer. This may involve asking the structural designer to tweak his original design to better suit the bottle or simply selecting a different bottle. The closure will have similar constraints in terms of what is possible to produce and what is cost-effective. An example of this would be a luxury wooden closure. Although conceptually this could be the perfect representation of a premium brand, the cost of production would mean that a high price would have to be put on the product, possibly devaluing the perception of the product’s quality in the eyes of the customer. This is not to say that the design process is driven by what is cheapest to produce but rather that the supplier knows what is possible in the cost range of the given product.
Techniques used in creating unique whisky packaging boxes
Development of concept When the new packaging has been approved by the client, it is now ready to be developed into a prototype. This involves CAD development and the creation of a physical prototype. This is a relatively low cost and allows for assessment of form. Consider making several revisions to improve design. This will result in a good product and customer satisfaction. CAD (Computer Aided Design) allows the efficient development of 3D packaging forms. This enables the designer to quickly make revisions to the design. A change to a hand drawn or sculpted prototype usually indicates restarting from the first stage and a low probability of multiple revisions to improve the design.
Drawings and Concepts Once the idea is established, concepts can now be made. It is at this stage where various packaging forms are conjured. Think out of the box as clients will appreciate unique ideas.
Research and Ideas The first step in the creation of packaging line for a new product. Take the example of Scotch whisky and the image which you envisage in your mind. It is most likely of a dark brown bottle and a green or black label. In the majority of cases the packaging design has remained untouched for a number of years and there is now a gap in the market for a brand new contemporary design. Consumers of single malt whiskies especially those from the Far East are now demanding a whisky packaging design which is more elegant and simple in nature. This is due to the simplicity and elegance of Japanese and Taiwanese whisky packaging designs. It may be a corporate requirement to re-launch a whisky to the market to regain lost sales. Essentially, this is a new package and therefore, beginning from the start is necessary. With your customer, make a clear definition of the target market and very importantly, the image of the product. This will give you a template for design and the style direction. At the early stages, doing packaging design which is similar to established brands is a good system for success. It is less risky and a lot of money is invested into new package designs.
Following are the detailed steps which are performed to design custom packaging for liquor:
The impact of creative whisky packaging on brand perception and sales
Packaging is a crucial element of the marketing mix for any brand, transcending its basic function of product protection. As a powerful marketing tool, packaging captures consumer attention, often shaping their initial perceptions of a product. This is especially true in sectors where packaging innovation and creativity play a pivotal role in attracting customers. As luxury items, whiskies are often consumed during celebrations or for enjoyment, making the role of innovative and creative packaging even more vital. Consumers purchasing whisky often seek products that exude luxury, as this reflects on their status. Being a whisky packaging boxes supplier involves understanding that consumers are significantly influenced by the emotional appeal of a product’s presentation. Alcoholic products, in particular, are linked to facilitating emotional states such as relaxation or celebration. Additionally, the perceived quality and status associated with a product’s price point are crucial. For instance, a consumer looking to purchase a high-quality whisky to sip and savor might be deterred by packaging that appears to target the lower end of the market, feeling that it doesn’t reflect the status or quality they expect for the price they are willing to pay. An interview with a packaging design professional specializing in drinks packaging highlighted that the “correct” image is essential for alcoholic beverages to successfully connect with their intended market.