Design the branding and packaging for a 21st century Scotch whisky that includes women in its target audience and challenges Scotch whisky traditions.
I created and designed the brand and packaging with high quality fashion in mind. The typeface is quite feminine and the black and white colour scheme exudes an element of class while avoiding the earthy tones typically found on whisky packaging.
To reflect the various different tastes, or notes, of the whisky I came up with the name 'A Dozen Notes'. This developed into a promotional tool, which I called 'A Dozen Personalities'. The aim of this was to encourage people of various personalities to drink the whisky in various situations. Visually, each personality was represented by a glyph and a fun, friendly breakdown of each one is found in the accompanying booklet.
There are no feminine clichés here meaning men aren't alienated and the fun and friendly tone of voice challenges the typically serious Scotch tone of voice of the past.