Packaging with depth

The end result is a pair of rigid boxes which, much like the whisky they contain, might appear simple at first, but reveal hidden depths the more time you spend with them.

Both rigid boxes use traditional shapes, but feature expansive windows that frame each bottle like a sculpture. This was an important design decision we made early on in the process, which we used to offer maximum visibility of the product itself. The Antiquary’s iconic diamond-shaped bottle might be gone, but the new designs do offer a subtle nod to their roots with an Edwardian-inspired cut-glass design that turns the diamond motif into an elegant geometric pattern. The large windowed boxes were our way of paying tribute to the legacy of The Antiquary, and its long history of eye-catching bottles.

The two expressions were differentiated using colours and a variety of finishing techniques. “We decided to combine a traditional shape with bold modern elements and eye-catching finishing techniques,” explains Paul.

The 21-year-old whisky is aged in Tawny Port casks from the Symington family estates in Portugal, giving it a fruity character bursting with spiced plum, wild strawberry, and red fruit notes. Upon release, this expression was entered into the Singapore World Spirits Competition, where it won a prestigious Double Gold medal and the Best of Class award for whiskies of 16 years and older. We captured its winning personality with a rich burgundy colour scheme, complemented by a spot UV varnish, white lettering, and delicate foiling in both white and gold.

The 30-year-old expression, on the other hand, needed to be something that could take pride of place in any drinks cabinet. Married for over three years in a sherry cask from Jerez, Spain, this sumptuous whisky contains tropical fruits and maple syrup on the nose, before melting into an oaky spiciness and finishing with notes of beeswax and honey. To capture the complex soul of this whisky, we utilised a spot UV varnish to add texture to its oak brown and gold colour scheme, enhanced with the use of three different foil elements.

The inside panels on the boxes also feature a luxurious gold foil embossed with a diamond pattern that matches the pattern cut into the bottle, adding an extra layer of detail that can be picked out as the light plays across the surface of the pack, reflecting back through the bottle to illuminate the whisky with a coppery glow. To enhance this effect, this pack was designed to be slightly wider than the 21-year-old packaging. This means there is clear daylight between the bottle and the golden side panels.

“Not all empty space is wasted,” adds Hamilton. “Sometimes, showing restraint and thinking about the way a finished pack will interact with the world around it can help you create a more impactful design.”

Whisky is often described in terms of its character. The challenge with this project was developing packaging solutions that fit that character, tying the new products into the historic Antiquary brand while also differentiating them and appealing to modern consumers.

“Capturing the personality of a brand with so much history is the sort of challenge we relish,” concludes Hamilton. “From concept to creation, working with the brand to deliver packaging excellence is what we do.”