ABOUT

Background
Christmas is a key occasion for the whisky category to entice, engage and reward the consumer. With an ambition to tap into this seasonal opportunity, brands frequently revert to category generic design or alternatively, engage in the price war. With such a challenging and diverse landscape to compete in, Jura wanted to hero its unique story, heritage and visual assets in a charismatic and engaging manner.

The brief
To cut through the noise of seasonal gifting and create a limited edition outer packaging design that dramatises Jura’s distinctive story and equities.

Creative idea
We drew inspiration from the contours of the bottle shape and the island itself – varying from its towering mountains down to the tides arriving at its coast. Our gift packaging designs allowed you to travel to the Jura island both visually, with a colour palette drawn from the area’s wild landscape, and physically, via the heavily embossed, invitingly tactile nature of the contours themselves. The creative concept was brought to life through four distinctive stories, each assigned to a Jura variant: Origin, Superstition, Diurachs’ Own and Prophecy.

Impact
“Christmas is the key trading period for malt whisky and we believe our new limited edition packs will give the brand greater on shelf prominence and showcase a real point of difference within its competitive set.” Stephen Watt, Off-Trade Sales Director, Whyte & Mackay