Packaging
concept
for the limited edition whiskey
“Whyte & Mackay. New York
Limited Edition”
S I T U A T I O N
Specifically for sale in the duty-free zone of New York City was developed a limited edition of whiskey — “Whyte & Mackay. New York Limited Edition”.
O B J E C T I V E
To embody in the design the spirit of the New York streets and at the same time to convey the classic nature of the product.
S O L U T I O N
The solution combines the traditional aesthetics of consumption of whiskey and the street culture. The logo of “Whyte & Mackay”, which is more than two centuries old, is adjacent to a graffiti — tag, and the 22-year-old whiskey is packed in a bag of kraft paper. Like the whiskey, this design — coupage is a blend of classics and contemporary, sophistication and impertinence, aristocratic elegance and street culture, luxury and anti-glamor. The design-ideology reinforces the constructive solution: the label is attached to the packaging by a bright red thread, after tearing up the label is thrown away. In the hands is a bottle without a label in a kraft package, and this also has its own idea — the perfect taste does not need labels.
Designed by: Myznik Egor, Russia.