Category: packaging

24
Nov

Drink Baotic

BRIEF

Paul and Isatou, were two very special people with a very special project. They were founders of a new company called ‘Hippo & Hedgehog’ and were in the process of bringing their breakthrough new product ‘Drink Baotic’ to market. Drink Baotic is a new African-inspired drink which originates from the Baobab tree in The Gambia, it has a unique flavour but more importantly and because of the ’superfood’ properties of Baobab – a multitude of health benefits – it is a pre-biotic drink, dairy free, gluten free, packed with nutrients and exceptional for ‘gut health.’

The company itself was incredibly interesting with both Paul and Isatou working closely and giving back to the communities of The Gambia. We were asked to create a new brand theme, identity design and packaging designs for 4 flavours of Drink Baotic – Original, Banana, Orange and Strawberry.

SOLUTION

The loft team were thrilled with the opportunity to create such an exciting new brand – many, many visual and cultural themes were explored but there was a real emphasis on a ‘modern African’ theme. We wanted to capture the beauty and novelty of African culture but in a contemporary way – so we studied fine-art, textiles, even modern interpretations of ancient scribes to properly embed ourselves in the Gambian culture.

We eventually used a combination of traditional marks but re-interpreted in a modern way to develop the Drink Baotic visual identity – each mark was symbolic of something to do with the culture of Drink Baotic such as the ingredients of the drink or its benefits to customers, etc.

The identity was conceived as a painted interpretation of the words ‘BAOTIC’ with the t and i being abstractly re-interpreted as a mother touching her child on their face. Finally, all of the materials were re-formatted for a wide range of further uses for digital, social media, etc. There has been a wide range of new packaging designs created too.

RESULT

Everybody involved was delighted with the final results. Most importantly, Paul and Isatou, who as you can see have been on quite a journey since the release of the product – they’ve met the unmistakable Founder of Virgin, Sir Richard Branson and Founder of Innocent Smoothies too – Richard Reed. Both who also seem to be fans of the brand we’ve co-created.

The company has gone from strength-to-strength since we worked together, winning a range of awards and being featured nationally for their successes.
At the loft, we are delighted with the final design, and a special thanks must be given to Marek Brol who led this project with distinction.

24
Nov

Alistair Walker Whisky

BRIEF

We were absolutely thrilled and delighted to be given the opportunity to work with Alistair Walker for the packaging design of his new whisky ‘Infrequent Flyers’ and the creation of his new brand ‘Alistair Walker Whisky.’ We had indirectly worked with Alistair for several years as he was one of the owners of BenRiach, before he and his father had sold the company to Brown Foreman.

Alistair would be creating an ‘independent bottling’ company with Alistair Walker Whisky and would be focussing more on rarer expressions. His first whisky ‘Infrequent Flyers’ would come in both single malt and single grain variations with a wide range of casks from different distilleries.

SOLUTION

Alistair asked for a retro feel to his new whisky which we were more than happy to provide – we explored many ideas exploring items like postcards to old flight tickets but eventually settled on an illustration of a classic propellor aircraft flying over some mountains.

We created a range of other items for Alistair including a bespoke age statement, a wallpaper-like wraparound for the tube of the whisky and a crest-like logo for Alistair’s own brand himself.

RESULT

A tremendous success, Infrequent Flyers is a real hit, particularly with real whisky lovers and we continue to work with Alistair to this day.

“Coming up with a design for both our company logo and our flagship brand (Infrequent Flyers) from scratch was no mean feat; The Loft were great to work with, both creatively and in terms of execution. They delivered an end-result that I am delighted with, and which many of our customers have been very complimentary towards. Importantly, their ‘after-sales’ service has also been exemplary – they are always happy to help with those little details.”

Alistair Walker, Founder of Alistair Walker Whisky

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

THE BENRIACH COLLECTION

It began in 2014 when BenRiach, a Speyside distiller of Scotch whisky, were looking to re-design their 10-Year-Old Single Malt. This was a significant project for the company and one, we are delighted to say, 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 anniversary.

The project was a huge success and the loft has continued to work with BenRiach on a number of packaging projects as well as providing marketing support since. The projects have ranged from the transformative BenRiach 10 to the Cask Strength (where we were asked to go all out and did) communicating the strength of the whisky as an exploding cask, the innovative Quarter Cask and most recently The Triple Distilled, which pushes the limits of what is possible with print packaging.

Each and every design bolder and more adventurous, in-line with a company that has recently been acquired by Brown-Forman. There have been other designs too and some – just like fine whisky sitting quietly away in the distillery – awaiting release. We have loved every minute in bringing each of these wonderful expressions to life and onto the shelves. Finally, we very much look forward to building on our relationship with BenRiach and all of its associated brands.

Testimonials

“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, Ex-Marketing Manager of 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