Category: packaging

25
Jul

AQUALISA AQ PACKAGING & PHOTOGRAPHY

BRIEF

Premium shower manufacturer Aqualisa was an existing client when they approached us with news they were launching a new range of entry level models, the AQ series.

Like their other products, it was truly innovative, with easy installation, new features, easy cleaning and high-quality metals associated with the premium brand. They wanted us to create high-quality product photography for the packaging.

Oh and we had a matter of weeks to get it all done.

SOLUTION

Having previously worked with Aqualisa, we knew just how high their standards were and we were completely prepared, however, the tight deadline was going to be a challenge. Fortunately, we love challenges and we got really innovative with sourcing a photographer. We commissioned Andrew Neilson, a jewellery photographer, to create what turned out to be a sensational suite of images. He stretched the bounds of what was possible in a small space designed to photograph items of jewellery, and the beautiful lighting produced a stunning finished product.

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

RESULT

Working alongside the Aqualisa team again, but on a different project, brought out the best in all of us, and we were really excited to hear they thought our photography was so good that it became the standard bearer for Aqualisa in their brand guidelines and we continue to work with them on many other design projects.

“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, so their 10th anniversary was not only special, but it heralded a change in direction. They produced a premium range of exceptionally rare Single Cask expressions and wanted a stylish packaging solution that was still BenRiach but very clearly highlighted the exclusivity of these bottles.

 

SOLUTION

The real design element focused on the heritage; we were inspired by the original sample bottles used by BenRiach, which look like beautiful old-fashioned medicine bottles with handwritten notes in the grid — we felt this was perfect for the Single Cask expressions. We wanted to carry out that evocative feel and framework through the entire range to convey the value of the whisky. It is the communication of all of the different elements — Cask No, Date of Distillation, Age, Date of Bottling, Cask Type, and Bottle No, that gives the design such a special bespoke feel.

RESULT

One of the things that set the loft apart is the innovation in the creation of this packaging. We created three-dimensional paper mock-ups, which is a great way to evaluate the finished design more quickly and without having to go through the manufacturing process. It also means we can hit tighter deadlines much more easily. Innovations in the process make a big difference for us and this was a big step forward, one that was greatly appreciated by the BenRiach team.

“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

Emboldened by the imaginative design the loft created for their Quarter Cask range, BenRiach was inspired to move even further away from the existing expressions of the range. They asked us for an innovative and exciting creation for the latest expression, Cask Strength, a whisky bottled at 57.2% almost straight from the cask, which delivers a much stronger taste.

SOLUTION

We were also emboldened and inspired by BenRiach’s desire for more excitement, so we designed an exploding cask, quite literally blown apart by the strength of the whisky. The exploding cask and the dramatised perspective of it bring the image to life and delivers real impact.

The rich bronze foiling on the design was also completely different and impactful, it was bold and new for BenRiach. We made smart use of innovative colours matching the bronze foiling with speckled paper, to create a more tactile look and feel.

RESULT

BenRiach’s bold approach meant we delivered big steps forward in the way they present their expressions. We loved the final product and so did they.

“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

The loft team always enjoys working with BenRiach, a distillery set in the heart of beautiful Speyside, that has been producing premium quality single malt Scotch whisky since 1898. BenRiach asked us to create a design for a new whisky expression, building on work we had done for previous expressions, but with a specific instruction to be bold and experimental in our interpretation.

The new Quarter Cask was casked in — as the name would suggest — quarter casks, which means the whisky blends more quickly and creates a richer taste.

BenRiach wanted to see elegant designs for both peated and unpeated versions. In addition to this project, we were asked to design a series of numbers to show the age of each of the new products, a series that would span the entire range.

SOLUTION

Well, the loft can do bold and experimental, and do it exceptionally well. We explored designs around fractions to represent the Quarter Cask size, the peating process, and the stunning Speyside location of the BenRiach Distillery.

The cleverly crafted label depicts the quarter cask interwoven with a full sized cask with a detailed 1 / 4 fraction. We designed a peated mark, a character that showcases the various peating expressions, and we’re beyond thrilled they liked this mark so much that it is now used on a number of BenRiach’s peated whisky expressions.

We also created a stunning Heart of Speyside design using the topology of the area, with the lines gently brushed to be softer and smoother. The series of numbers depicting the ageing process was inspired by the different ingredients that make up the process, such as barley, the stills, barrels, even hands, creating a different and elegant image for each.

The final touch was the choice of colour scheme; the rich green came from Burnside Springs, a bold colour to signify BenRiach’s move away from more traditional expressions.

RESULT

A bold, contemporary look and feel for what had previously been a gentle, traditional design. BenRiach loved our approach and interpretation so much that in addition to insisting that the peated mark is used on a number of their peated whiskies, they have also used the delightful numbers in subsequent designs.

“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 establish a new creative direction for their ’10-Year-Old Single Malt.’ A very important project and one they entrusted to the loft team. The design was to be bold, premium and should forecast an updated creative direction in line with the company’s 10th anniversary.

SOLUTION

The loft team explored a number of different design themes looking to bring the distillery to life on the packaging. Concepts included experimentations with the barrels, the floor malting, and views from both inside and outside the distillery. Design development focussed on the distillery itself where we played with a range of compositions, angles, and illustration styles. The team explored a number of paper and print finishes, eventually settling on a textured gunmetal grey with gold foil finish for 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 project represented a unique moment in the lofts’ history as the company’s first packaging project. We were delighted with the final results as were BenRiach.

“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