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Concept

Created for Bushmills 46 YO - Secrets of the River Bush, the design concept celebrates the elemental force that has shaped every drop of Bushmills whiskey for centuries: the River Bush itself. As the oldest Irish single malt ever released by the Old Bushmills Distillery, the packaging needed to embody rarity, provenance, and permanence while elevating the Bushmills prestige range into a new tier of luxury.

Studio Minerva developed an original narrative inspired by the river’s journey through the basalt-rich landscape surrounding Bushmills village and the Giant’s Causeway. This story became the emotional and visual foundation for the entire experience. Rather than relying on overt luxury codes, the concept focused on creating a collector’s artefact rooted in heritage, geology, craftsmanship, and time.

The objective was to create a packaging experience that felt meaningful as well as exclusive - something that would resonate deeply with ultra-premium whiskey collectors and connoisseurs aged 40+, who seek authenticity, storytelling, and emotional connection alongside rarity.

Execution

Studio Minerva delivered a complete creative solution encompassing strategy, naming, structural packaging & graphic design.

At the heart of the project is a bespoke handcrafted walnut presentation case. Its distinctive hexagonal form mirrors the geometry of the bottle within, creating a cohesive relationship between outer structure and inner object. Precision-lacquered marquetry and carved topographical contours reference the layered geology and flowing landscape surrounding the River Bush, creating a tactile connection to place and provenance.

A flowing gold-inset engraving traces the course of the River Bush across the case surface, symbolising continuity, time, and the river’s journey to the distillery since 1608. Every detail - from the engraved contour lines to the refined joinery and material finishes - was considered to elevate the storytelling experience.

The existing Bushmills bottle structure was retained to ensure continuity across the prestige range, while creating metal label materials and refined closure detailing that enhanced the tactile quality of the Designs. Extensive prototyping and production consultancy ensured exceptional craftsmanship across all touchpoints.

Limited to just 300 bespoke hand-assembled bottles and presentation cases, the final design transforms the act of unboxing into a ritual - honouring the whiskey’s 46-year maturation journey through materiality, narrative, and form.

Results

Bushmills 46 YO - Secrets of the River Bush launched as the oldest Irish single malt whiskey ever released, positioning Proximo and Bushmills at the pinnacle of ultra-premium Irish whiskey.

The project successfully translated an extraordinary liquid into a design experience worthy of its historic significance. By grounding the narrative in authentic place and provenance, Studio Minerva created a packaging system that elevated the release beyond rarity alone - establishing it as a collectible cultural artefact with strong emotional resonance.

The design reinforced Bushmills’ heritage as the world’s oldest licensed whiskey distillery while introducing a contemporary expression of luxury that feels timeless rather than trend-led. Through its craftsmanship, storytelling, and material execution, the release resonated strongly with collectors and connoisseurs seeking exclusivity with depth and meaning.

The result is a masterclass in luxury packaging design - one that demonstrates how thoughtful storytelling, structural innovation, and meticulous craftsmanship can transform packaging into an immersive and memorable brand experience.