Category: packaging

25
Jul

AQUALISA AQ PACKAGING & PHOTOGRAPHY

BRIEF

Premium shower manufacturer and existing client Aqualisa approached us with news they were launching a new range of entry level models – the AQ series. Like other Aqualisa products, it was innovative, easy-to-install, complete with new features and produced from high-quality metals. They wanted us to create a packaging solution which included high-quality product photography in a short space of time.

SOLUTION

Having previously worked with Aqualisa, we knew just how high their standards were. We had to be innovative with sourcing a photographer so commissioned Andrew Neilson, a jewellery photographer, who stretched the bounds of what was possible to create what turned out to be a sensational suite of images.

We used these photographs for the majority of the packaging solutions, keeping it very clean, minimal and white, with just a splash of the primary colour to differentiate the series from flagship products. To accelerate the process, we made widespread use of paper mock-ups to assess key design decisions.

RESULT

A tremendous result. One of the most satisfying parts of the project was Aqualisa’s decision to adopt the photography style we had created with Andrew for future Aqualisa products.

“The loft provides creative solutions, sometimes to extremely tight deadlines, which has helped our company to drive forward with its own commercial objectives. Essentially, an extended part of our team. Highly recommended.”

Simon Cornelius, Senior Product Manager of Aqualisa

25
Jul

BENRIACH SINGLE CASK

BRIEF

BenRiach became an independent distiller in 2004. Their 10th anniversary was celebrated with a refreshed design direction created by the loft and to further celebrate this special occasion, they wanted to release a range of exceptionally rare ‘Single Cask’ expressions. They asked for a stylish packaging solution that was still ‘BenRiach’ but very clearly highlighted the exclusivity of the whisky.

SOLUTION

The design focused on BenRiach’s heritage and we were inspired by the original sample bottles which had labels with little hand-written notes – very similar to old-fashioned medicine containers. We wanted to re-create that evocative feel throughout the entire range to show the value of the whisky and it was with the communication of all the different elements — Cask No, Date of Distillation, Bottle No, etc that gives the design that bespoke feel.

We created 3D paper mock-ups which helped to evaluate designs more quickly and allowed us to hit tighter deadlines much more easily.

RESULT

“BenRiach was looking for something that was bold, imaginative and would take the brand and the range to the next level. We are delighted with the final outcome as well as the service provided by the loft.”

Louise Seaward, Global Innovation Manager, Brown Forman

25
Jul

BENRIACH CASK STRENGTH

BRIEF

We’ve worked with Speyside distiller BenRiach for a number of years and were delighted to design the packaging for their first ever ‘Cask Strength.’ A new whisky bottled straight from the cask and one which delivers an intensity leaving even the most passionate whisky lover looking for a little water. BenRiach were looking for a bold design which would lead the way with future expressions and they were also looking for ‘Peated’ and ‘Non-Peated’ versions too.

SOLUTION

We were inspired by BenRiach’s desire for more excitement and our main idea was to showcase an exploding cask, one which was quite literally blown apart by the strength of what’s inside. We pushed the limits of this concept by dramatising the perspective of the final illustration. Bronze foiling, distinctive colour matches and a speckled paper print all added to the visual drama. The final design is tactile, rich and another step forward for the brand.

RESULT

The results speak for themselves, we were delighted with the final results as were BenRiach.

“What a wonderful result. For the BenRiach Cask Strength, it was really important for us that the design would be bold and imaginative. We were looking for a striking, memorable design that would take the brand, the range to the next level and we got it. We are delighted with the final outcome as well as the services provided by the loft.”

Louise Seaward, Global Innovation Manager for Brown Forman

25
Jul

BENRIACH QUARTER CASK

BRIEF

BenRiach is a distillery set in the heart of Speyside that has been producing premium quality single malt Scotch whisky since 1898.

The loft team had created several expressions for them in the past and were now being asked to create a new design with specific instructions to be bolder and more experimental for their ‘Quarter Cask.’

BenRiach wanted to see elegant designs for both peated and unpeated versions and we were also asked to design an emblem for ‘The Heart Of Speyside.’

SOLUTION

The loft team does love ‘bold’ and ‘experimental.’ We explored designs around fractions to represent the Quarter Cask size. The final design shows a quarter cask beside a full sized cask and a fraction showing the numbers 1 and 4. We designed a stamped mark of a man involved in the peating process which BenRiach has since used for all peated versions.

The final touch was the choice of colour scheme. We eventually selected a series of rich greens inspired from Burnside Springs, bold colours which helped to signify BenRiach’s move away from more traditional expressions.

For the ‘Heart of Speyside’ design, we used the words sitting over a series of sketched dots depicting the lines of the region on the map.

RESULT

“The organisation was looking for something that was bold, imaginative and would take the brand and the range to the next level. We are delighted with the final outcome as well as the service provided by the loft.”

Louise Seaward, Global Innovation Manager for Brown Forman

23
May

BENRIACH 10 YEAR

BRIEF

Speyside whisky distiller BenRiach re-launched as an independent distiller in 2004 and were looking to re-design their ’10-Year-Old Single Malt.’ This was an important project for the company and one they entrusted to the loft team. The design was to be bold, premium and should establish a new visual identity for the brand in-line with the company’s 10th anniversary.

SOLUTION

The loft team explored a number of different design themes – each looking to bring the distillery’s story to life on the packaging. We explored concepts which included experimentations with the barrels, the floor maltings and capturing the distillery both internally and externally.

Design development eventually focussed on the distillery itself where we played with a range of compositions, angles, and illustration styles. The team would also explore a number of paper and print finishes, eventually settling on a textured gunmetal grey with gold foil finish. This helps to achieve real ‘on-the-shelf’ impact.

RESULT

The new BenRiach 10-Year-Old, Single Malt Whisky is the first of a series of BenRiach whiskies featuring the revised design direction.

“The BenRiach 10-Years-Old is a key launch for us, as it marks a significant milestone; it is the first core range expression to be created predominantly from whiskies distilled at BenRiach since we took over in 2004. For this reason, we were looking for a striking new packaging design to reflect this important moment in the distillery’s history. We are delighted with the final result.”

Nicol Van Rijbroek, Marketing Manager of BenRiach