Heaven Hill Distilleries wanted to move Elijah Craig into the leadership position of their premium Bourbon portfolio. Qualitative research revealed a number of shortcomings in their packaging compared to their competitors, and this became our opportunity.
To create a more premium appearance, we shifted away from large paper labels on both sides of a squat bottle and opened up the design to invite in light and show off the amber product inside. The bottle was elongated and flattened for a more elegant silhouette with the brand name directly printed to the face. Tactile elements of the engraved wood cord, blown-in historical date, and textured paper label were included to give a considered experience.
To create a more premium appearance, we shifted away from large paper labels on both sides of a squat bottle and opened up the design to invite in light and show off the amber product inside. The bottle was elongated and flattened for a more elegant silhouette with the brand name directly printed to the face. Tactile elements of the engraved wood cord, blown-in historical date, and textured paper label were included to give a considered experience.
