Special edition for hedonists

Edinburgh agency Contagious, worked closely with their client, Gordon & MacPhail, to create a decadent modern interpretation of the traditional editions...

It is a modern reinterpretation of the traditional packaging for whiskey, which was launched recently at the Royal Opera House in Covent Garden. According to the creative director of the agency, Matt Chapman, "this amazing drink spent 75 years maturing in the darkness. Our brief was to interpret the product of our client, presenting the perfectly packaged edition of Mortlach whiskey, which will be on display, mean to be share and perfect for enjoying, for generations to come. It should not be hidden in a box that will annoy and collect dust. The spirit of sharing is our big idea behind the creative strategies that we apply. “The starting point for the work of the agency is an elegant crystal decanter, hand-made in the form of a tear, which is a major element of the new Generations range.

Working with excellent craftsmen, Contagious company introduced 75 channels in the form of tapes, which were hand cut for each of the 100 decanters, and then uniquely numbered. Combining traditional craftsmanship with modern technology, this team had designed a seductively tactile stand, with 75 projections over the elegant white surface which will keep the decanter and two handmade crystal glasses in place and safe.

Each element is then packaged in a luxurious Aniline leather suitcase. James Hartigan, chief designer, explained: "This is a unique and luxurious weekend bag, perfect for the sophisticated travelers, who do not have only one purpose. We wanted to create a package, which is designed to open up the whiskey, which should be drunk with pleasure, not only to be kept as a memory in your armoire. "

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