Packaging is the ultimate vehicle for design: industrial, graphic, and typographic design are all put to the test to create an impression so meaningful that it converts currency into consumerism. This ...
Bloom was briefed by Diageo to create a unique Talisker gift pack that delivers a powerful expression of the brand’s uniqueness. The brand targets busy, successful men who value authentically intense experiences. In this category, gifting executions driving brand affinity by building equity and visibility at key sales periods.
Talisker’s rugged maritime provenance and flavor fulfills the need for intense experiences. With this package, there was an opportunity to tell the story of the unbreakable relationship between the whiskey, where it is made, and the people who make it.
Bloom worked with Cailean Maclean, a renowned local photographer, to define the perfect scene. The image, which wraps seamlessly around all four sides of the structure, was captured in stormy weather off Tarskavaig, on the Isle of Skye in northern Scotland. It encapsulates the ferocity of nature’s elements, the island’s ruggedness, and the determination of the people that live there. It also reflects the intense, sea-salted character of the whiskey they produce.
The Talisker brand mark, set back within a panel, is printed on a cloth similar to the traditional sail material that is synonymous with maritime communities, adding depth and authenticity to the pack. The authentic waxed sailcloth sits within a cut frame device on a second duplex layer to add layered depth and intrigue.
The coarse cloth texture provides a contrast to the remainder of the carton where a finer texture is embossed on an overwrap substrate, which is coated chromolux paper printed and debossed, and then overwrapped onto rigid boxboard.
“We aimed to achieve real presence and impact through a visceral scene that invites the consumer into Talisker’s world at the point-of-purchase,” says Ben White, Bloom’s founder and chairman.
Andy Fennell, Diageo chief marketing officer, commented: “The relationship we have with our agencies is imperative to achieving consistent marketing excellence across our business. All of the finalists reviewed were of a high caliber and the winners particularly stood out from the rest.” Diageo’s Marketing Brilliance Awards recognized agencies in all of the regions where Diageo operates. Global winners were selected after reviewing all of the winners by each region at a recent Global Marketing Leadership meeting.
Did you enjoy this article? Click here to subscribe to the magazine.