D&AD Student Awards Packaging Design Entry

Hey Core

I’ve been working on this project for a few weeks, and would like some feedback. the prompt states “Create packaging for a 21st Century
Scotch whisky brand that challenges category convention and rituals and appeals to an international female consumer.”

"name [should reflect] the brand’s positioning (the product is a smooth, premium blend of highland and lowland whiskies sourced from small distilleries

The name 7even refers to the years the whisky is distilled, however it also calls out the even and smooth blend without being too obvious.

Any feedback would be appreciated, but specifically I think the bottle is missing a detail to help it stand out. I would like to use some sort of alternate material (cork, aluminum) somewhere on the bottle. And inspiration or ideas would be useful. other then that, tear it apart!


Looks like you’re on the DieLine now.

I think the bottle is missing a detail to help it stand out.

Hey Dan,

eVen = five years

7even = seven years (why isn’t it VIIeven…?)

The same bottle for both = confusing

You need to look at “scotch iconography” a bit closer. Traditionally older scotches are packaged in “finer” bottles. I realize that this is an exercise in “bringing Scotch into the 21st Century”, but just changing the label isn’t too exciting.

An excellent example; Johnny Walker. The bottle-shape and angled-label combination dates to 1860.
Subtle differences between them all; “Red” being the basic blended product, moving to the most expensive “Blue” on the right. Green, Gold, and Blue bottle feature a slight taper and embossed crest. The “Blue” bottle is tinted… blue.

Another example; Glenlivet

Just popped open a bottle of The Glenlivit this weekend… it was only a 12 though :wink: The triangular box shape is also pretty nice on that one. My fave is Oban.

this triangular box?

Kind of clever, I think… “wee dram” (glass full) bottle by Glennfiddich

Great shopping site: http://www.whisky.com/index.html

Check out bruichladdich

Similar concept about modern pkg for scotch. Read reviews around though and lots of traditional people hate the pkg. I love it and it’s got great type and is a good scotch. Typically though a more modern bottle often signifies more marketing less substance. Just check out all the bs “designer” vodkas. It’s a fine line.


Ps. What kind of scotch is it? Type can influence design. Islay (my fave), highland, speyside , etc. different types have different tasting notes that can be reflected in design. After all, design should tell you what you are getting, right ?

Yes, woops, that was a bottle of Glenfiddich, my mistake.

Typically though a more modern bottle often signifies more marketing less substance.

Johnny Walker does not state the “age” of it’s “Red”. Since “Black” is aged 12 years, we can assume that Red is less than that.
5 and 7 years… no difference essentially (although in fairness I haven’t tasted either) so the verbage on the bottle will have to sell it. “Age” is an understood with scotch drinker; older is better. Were I to see a bottle of scotch labeled five years old I would pass it by; still to astringent for my taste. Most folks who don’t care for the taste of scotches use words like gasoline, jet fuel, medicinal, etc. to describe the flavor. This mellows out with age.

Which brings up, who makes this whiskey? I don’t see a distiller’s name on your bottle. Is Even, or 7even supposed to be the distiller? Neither name leaves any room for upscale products.

I’d also take a moment to point out that by using the spelling whisky (no “e”) you are implying that this is a single malt derivative. It may be blended, but it would be a blend of singles. And an almost ageless debate rages over whether whisky can be made anywhere other than Scotland … whiskey (with an “e”) being from Ireland, the US, or Canada.

Scotch lore

Just check out all the bs “designer” vodkas.

Certainly no offence intended, but this LOOKS more like a vodka bottle; keeping in mind that the intent of this exercise is to lure the female gender into the scotch market … maybe that was your thinking?

Jonnie walker is blended scotch. Blended typically is made from
Different batches so no age.


All whiskies are aged to a lesser or greater extent to allow them to infuse the “flavors” from the barrel; they’d be pretty raw if they weren’t (viz a viz: moonshine*). The period of time they are racked in the barrel after distillation is the mark of “finer” whiskies. Once they’re blended and bottled … game over. Except for the consumption part.

From Whisky.com:

RED LABEL® also known as “Extra Special Old Highland Whisky,” was introduced in 1909. By 1945, Red Label was the world’s best selling Scotch Whisky, and today is still number one. It is described as a powerful combination of spicy, smoky malts, such as Talisker and lingering lighter grains.

BLACK LABEL® created in 1820 and originally known as “Walker’s Old Highland Whisky,” was re-launched in 1909 under its new name. As many as 40 whiskies, each aged 12 years or more make up this satisfyingly complex blend.

GREEN LABEL™ is the newest addition to the Johnnie Walker portfolio. Introduced in 2004, Green Label is a pure malt scotch whisky, blended from four characteristic single malts (each at least 15 years old), which together create a balanced whisky evoking freshness and smoke.

GOLD LABEL® launched in 1995, is the ultimate whisky pleasure with notes of honey. A skillful fusion of rare aged whiskies inspired by the notes originally kept by Sir Alexander Walker, Gold Label is crafted from only a small number of Scotland’s most renowned distilleries, each matured for a minimum of 18 years.

BLUE LABEL® is heralded as Our Rarest and Most Exclusive Blend. Released in 1992, Blue Label is the ultimate luxury Scotch Whisky and is created from the most unique and premium whiskies in the world. Blue Label is also known as the whisky for connoisseurs, and as such, each bottle is individually numbered.

Oddly enough the “age” of their finest blend, Blue, is not given either… but if “Gold” is a minimum of 18 years, it must be at least that long.

I think perhaps we need to do a little field work:

13th Annual Whiskies of the World Expo / San Francisco / 31 March, 2012

More events

  • Of course with 'shine it has nothing to do with taste, it’s about buzz. :wink:

Some nice shapes starting in the bottle.

The black stopper and white bottle graphics are boring, a bit ugly. A white stopper would be classy. The flat facet with white printing has a corn kernel shape: a subtle mistake as only bourbon contains corn mash. Could the flat facet be developed as a septagon mimicking the hideous 7 name? Overall the graphics are boring although the minimal style is pretty common with new liquor packaging.

Is it a rendering mistake - the bottle glass is clear but above the liquid level it’s tinted?

thank you all for the advice and feedback! I’ll definitely be incorporating a lot of this feedback into a more refined iteration for the portfolio!

… only bourbon contains corn mash.

All bourbons are whisky, but not all whiskies are bourbon. Whisky can be made from a fermented mash of any, or a combination of grains*, including corn.

The law -by international agreement - states that to be “bourbon” it MUST contain no less than 51% corn, it MUST be stored in new charred oak barrels, no flavoring can be added at the time of bottling, but most importantly, it MUST be made in the United States.

  • Barley, wheat, and rye


[Title 27: Alcohol, Tobacco and Firearms
Subpart C—Standards of Identity for Distilled Spirits

§ 5.22 The standards of identity.](http://ecfr.gpoaccess.gov/cgi/t/text/text-idx?c=ecfr&sid=b2e904aae976b3162945bbfbc8aa8299&rgn=div8&view=text&node=27:

I actually thought it went so far to require being made in Kentucky only to be called bourbon.

Glenlivit, Glenfiddich, Glengarry… any Glen, really.

Back to the OP…

It’s a beautiful rendering, and I certainly would check it out if I saw it mixed in with the “stuffy old” bottles of scotch on the shelf.

However, with that angled topper I see more of a fragrance package than I do liquor.

I actually thought it went so far to require being made in Kentucky only to be called bourbon.

Nope, just has to be made in the U.S.

Virtually all bourbons are made in Kentucky, but ironically, none are made in Bourbon County.

Peach Tree Distillers is in Colorado, McCormick’s is in Missouri, and Hirsch is in Pennsylvania.

Another Ref. American University, Washington, D.C.

To the OP: Have you looked into the costs of a bottle with so much (great looking) glass? That partly what is making the bottle look so premium, but it might be prohibitive if it’s not a $200+ bottle… it might be interesting to try a low cost bottle with the same design DNA

BTW, all the Scottish at work swear by a Islay Whisky called Laphroaig - you see it around a lot as well

I haven’t looked into costs at all. really the only cost I’ve looked at is getting a model made, and that looks like it’d be a hefty investment. Considering this was really more of a 2 week project I don’t see that happening. But as far as manufacturability, I haven’t really looked into it. I know the bottle could be made, i mean. But as to how much it would cost, I really haven’t. Do you know of any resources for something like that?

@nurb: thanks! I’ve since changed the top a bit to resemble lipstick a bit less. But part of the reason the cap is not conventional is because I think on many liquor bottles, whisky as well, the cap is just a missed opportunity. it’s just there. So why not change that, you know?