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Greg Richards | Work in Progress Presentation

BLAIR ATHOLL WHISKEY


In a nutshell...

BLAIR ATHOLL WHISKEY Create a new whiskey label in the top end of its market. The project will include the branding system, in both its print and physical applications, a custom bottle and glass design, and a small bound book detailing the brand and its story.


The Story

BLAIR ATHOLL WHISKEY Blair Atholl is a whiskey distillery in the Scottish Highlands that produces a 12 year old single malt whiskey. The design thesis is complete fiction although Blair Atholl is both a modern and traditional whiskey and is world renowned for its originality in design and taste.


THE NAME

I was searching for a Scottish name with heritage, likability and a word(s) that spoke of the Scottish Highlands. Originally I wanted a name made up of two words in order to design a blended whiskey although had difficulties finding the right combination. I even toyed with Blair & Atholl for a while although did not present good design capabilities.

Whitaker Neilson Oliver Iver Argyll Duncan Johnson Imperial

Crombie Clyne Carrick & Crombie Elder Turner Aitken Athol Dyce

Findlay Fisher Gilbert Hawes Hawthorn Kendrick Knox Lauchlan


THE LOGO

I wanted a coat of arms in my logo from the beginning; something that could stand alone in the branding system and also replicate my goal of creating a “modern and traditional� whiskey through the logo type and mark. The two stags symbolise peace and harmony and are also a common animal to the area of Perthshire where the Blair Atholl distillery is.


THE COLOR

I wanted a color that was natural and relevant to Scotland and its Highlands. Green symbolises loyalty and joy. Blue and purple were two other choices in consideration however they carry alternative symbolisms that do not fit the brand of Blair Atholl.

Pantone DS 277-1 C


BOTTLE DESIGN

Word List: Unique, Original, Modern, Smooth, Flow, Shield, Battle, Peaceful, Tranquil, Gentle, Protection


BOTTLE DESIGN

Word List: Unique, Original, Modern, Smooth, Flow, Shield, Battle, Peaceful, Tranquil, Gentle, Protection


BOTTLE DESIGN

Word List: Unique, Original, Modern, Smooth, Flow, Shield, Battle, Peaceful, Tranquil, Gentle, Protection


BOTTLE DESIGN

Word List: Unique, Original, Modern, Smooth, Flow, Shield, Battle, Peaceful, Tranquil, Gentle, Protection


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


BOTTLE DESIGN PROCESS


COMPETITORS

Johnnie Walker | Glenfiddich | MacAllan | Clive Christian


AVATARS

1) A Whisky Connasseur or Collector A man or woman who choses whiskey over any other spirit and understands the qualities and traits of certain whiskey. Someone who owns a number of prestigious whiskey bottles and views them as prized possesions. 2) The Modern Day, Sophisticated Businessman A man who is conscious of his appearance and has interest in the design world. He orders a drink from the bar that says something about his level of intelligence and not just the most expensive. 3) The Everyday Scotsman Blair Atholl will be an affordable whiskey so even the farmer “down the road� can enjoy this fine tasting scotch.


WHATS NEXT?

Once the bottle design is finalised I will order ChromaTec transfers and foil stamping supplies. There will be drinking glasses, a tasting glass and potentially a 25ml glass accompanying the bottle. With these glasses I plan to either transfer or sand blast the design on to my products. Get the stopper carved and fit to the bottle top. A short book printed and bound. Get a stamp made for wax sealing.

Whiskey  

Process Folder

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