Brief:
Your brief is to develop a name, brand identity and packaging for a new limited edition Whiskey. The solution should consider all the possible communication opportunities and importantly think about the audience and design in response to this. Your brief is to identify a group within society that you would like to create a bespoke Whiskey brand for. This could be anything you feel can be articulated, for example a professional group like architects, lawyers, designers or a Whiskey specifically for the European Après Ski market or more laterally, people who speak Latin, or people with red hair etc.
After identifying a niché target audience of boxing fans, I decided to create a brand around the idea of 'feint', an elusive tactic used in boxing to gain the upper hand on your opponent. Directly inspired by the vintage style boxing posters containing iconic boxers such as Muhammed Ali, Sonny Liston, and Joe Frazier, the brand and label were structured in a way to advertise the whiskey.
Given the nature that this was a limited edition run of the whiskey, the idea of containing the whiskey in a special wooden gift box was developed, and namely, the limited edition run was called 'Box Office Edition' - calling back on the idea of the boxing events featured on the posters that inspired the whiskey being box office events.
Supporting promotional material was visualised to show the ability of the brand to be represented in a number of different ways. Through coasters in a bar that may show boxing events, sponsored boxing gloves seen in a number of high-profile fights nowadays or through in-ring advertisements to raise awareness of the limited edition whiskey.
