Ladies Club
Branding and packaging for Scotch targeted at women.
Branding and packaging for Scotch targeted at women.
Scotch whiskey has always been seen as a masculine drink; thus most brands target mainly men, not always through their campaigns, but quite often through their design.
The brief was to design branding for a Scotch that would appeal to an international female consumer and would stand out from
masculine and conservative brands of Scotch that are already firmly established.
Ladies Club is a play on Gentlemen’s Clubs; men only clubs where men would meet, drink scotch, smoke cigars and have deep intellectual discussions - all things portrayed as exclusive
to men. Well, not any more. Ladies Club is a Scotch designed exclusively for ladies, where drinking Scotch is no longer seen as a masculine thing to do. I wanted the brand to be elegant, simplistic and most important of all, to show that a woman can still be feminine even in a historically masculine setting.
The brief was to design branding for a Scotch that would appeal to an international female consumer and would stand out from
masculine and conservative brands of Scotch that are already firmly established.
Ladies Club is a play on Gentlemen’s Clubs; men only clubs where men would meet, drink scotch, smoke cigars and have deep intellectual discussions - all things portrayed as exclusive
to men. Well, not any more. Ladies Club is a Scotch designed exclusively for ladies, where drinking Scotch is no longer seen as a masculine thing to do. I wanted the brand to be elegant, simplistic and most important of all, to show that a woman can still be feminine even in a historically masculine setting.
Ladies Club comes in three different flavours — Original, Dark Cherry and Smokey and each how a brewing story. Three different hats represent three different types of “gentlemen” hats, thus three different types of masculine stereotypes, while the three different colours of lipstick (and caps) represent three different women, just as the flavours do. Dark Cherry - feminine female. Smokey - masculine female, Original - the one in between.
I designed the box and the bottle in such a way, that when the bottle is inside the box it looks like the bottle has a man on it, however when you take out the bottle, you can clearly see the woman from the logo.
The type on the box and bottle is set in white type in order for it to be legible and stand out from the rest of the design. White type also solves the problem of text coming through very strongly through the bottle, problem that occurs when you use black text on bottle. However, for the prototype I could only get black text printed on clear vinyl.
The type on the box and bottle is set in white type in order for it to be legible and stand out from the rest of the design. White type also solves the problem of text coming through very strongly through the bottle, problem that occurs when you use black text on bottle. However, for the prototype I could only get black text printed on clear vinyl.
