Twenty One Scotch Whisky
The goal was to create a new brand of whisky that reached out to a female audience and a younger market while still embracing its male audience. The core requirements of the brief were to create a completely new brand along with a packaging prototype and then promotional material for a launch night of the brand.
The name of the brand was simple enough, Twenty One, referencing the 21st century, as this is a modern whisky, not one shrouded in stereotypical tradition and heritage. Twenty one is contemporary and cool, something that young people would want to drink, not just an older generation.
The concept that led the design of this project was theming the brand around an Aztec style, as while this project was being devised, aztec print, design and style was very 'of the moment' within popular culture and fashion especially within the target market, in both man & women. This popular trend saw the opportunity to work perfectly for the brief, with traditional whisky being shrouded in heritage and history, this aztec style also communicated this ancient look but in a cool and contemporary manner and was something that would catch you eye and draw you in, letting you 'rediscover' whisky from a whole new perspective.