Taxi Studio Bristol


The Alpha Edition is a premium expression of the legendary Black Grouse. However, the existing design didn’t communicate the product’s richer, smokier flavour. And the way the bird was portrayed on pack (aside from failing to promote the product’s alpha status) was visually inconsistent with the rest of the portfolio.

We spotted an opportunity to take advantage of the Alpha Grouse’s natural habitat. Sold primarily in duty-free and travel retail environments where customer dwell-time lasts minutes, not seconds, the opportunity to tell a story on-pack was too good to miss.

Once a year, black grouse gather to establish who’s the biggest show-off in a ritual known as the ‘Lek’. We dramatised this event on pack using embossed initials on the side of carton.

Each letter begins a story that neatly relates to both the ritual and the whisky. Placed side by side (and this is the bit where we show-off), the Black Grouse Alpha Edition asserts its position in the category’s pecking order.


Project featured: on 10th February 2016 Contributor:

Taxi Studio has been a Contributor since 25th November 2015.

Invite x3

Sorting the men from the boys for Black Grouse Alpha Edition, using consumer understanding