Whyte & Mackay is a Scottish company producing alcoholic beverages. In honour of legendary polar explorer Sir Ernest Shackleton, the company launched a new blended malt whiskey called Shackleton Blended Malt Scotch Whisky. Creative agency Stranger & Stranger designed the packaging for the bottle of whiskey, based on its brand identity. The design has an old-school nautical feel, meant to represent the explorer Shackleton.
The bottle comes in a tall light-blue box that has been creatively designed, and both the bottle as well as its box have the same label, creating a unified design. An image of a ship is etched on top, followed by the logo of the company and the name of the whiskey.
The logo contains a compass, playing off of the heritage of the brand. The tagline reads “By endurance we conquer," hinting at both the strength of the whiskey as well as its identity. The color blue represents ice and water, both evocative of polar regions. The ship also is symbolic of exploring and navigating through uncharted territories. The design of the box also makes it clear that the whiskey was inspired by an explorer, with a timeline of expeditions printed at the bottom.
The colors used complement each other excellently, while also tying into the nautical theme of the packaging. There are lines and shapes in a light, elegant gold color, and the text is in black. The name of the whiskey is in a darker golden-mustard color, ensuring that it stands out. The font is easily readable and well-spaced, making for a great visual experience.
The packaging also contains relevant information about the whiskey without cluttering or crowding the design. Overall, the packaging of Shackleton Blended Malt Scotch Whisky is unique, elegant, and creative. It follows a very clear brand strategy and engages with the audience, while also providing important information.
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