Webb deVlam London

ABOUT

The Brief

We were assigned the challenge of designing the new packaging for the Grant’s Elementary range, which we saw as a fantastic opportunity to accelerate the brand. Bringing a scientific perspective to whisky is something that’s never been done before, and is quite a contemporary take on Grant’s Whisky which has often been perceived as a more traditional brand.

The Creative Process

We created the stylish new packaging encasing the Grant’s Elementary range which visually explores the impact of carbon, oxygen and copper to draw the consumer’s attention, before the whiskies reveal the influence of the elements on the palate. By fusing evocative molecular patterning with unifying copper and granite tones throughout, the new packaging aims to capitalise on the slower consumer journey of travel retail to educate during the purchase.

The packaging for Carbon 6 Year Old was inspired by the charring process the casks undergo before the whisky is matured, with blackened packaging and crackled overlays bringing to life the spirit’s smoky flavour profile.

The pale, pearlised design cleverly evokes the lighter, sweeter nature of the Oxygen 8 Year Old's taste on the palate, which is induced by the removal of oxygen from the grain spirit during Grant's expert vacuum distilling process.

Finally, to reflect the rarity of the Copper 29 Year Old and the precious sacrificial copper, which smooths out sulphuric elements in the spirit during distillation, the whisky is housed in a deluxe bottle and presentation box.

Client Feedback

"Consumers in travel retail are looking for something new and exclusive from an authentic brand with provenance. By lifting the lid on the science behind our highly-regarded whisky, our new Grant's Elementary range is well placed to answer that demand. We challenged our design partners Webb deVlam with creating a new look and feel that captured the science at the heart of this range, and the way they have visually showcased the three hero elements is a credit to them and the new range."
Julie Pender, Global Marketing Manager for Grant's

AWARDS

Best in Show Award at the PAC awards
Gold for New Brand Food & Beverage at the PAC Awards
Gold trophy at Drinks International Travel Retail Awards for Best Drinks Launch at TFWA Cannes 2015

MADEIT CREDITS

  • William Grant & SonsClient
Annual 2016 ShortlistGrant's Elementary rangePackaging

Grant's Elementary range

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