- D&ADBranding & Packaging
- It’s time for a new generation of Scotch premium whiskey. Leave behind the heather and weather, we want a 21st Century Scotch that challenges category convention and appeals to an international female consumer.
The hourglass relates to the female figure, but also is a symbol that is related to time. As whiskey is a drink that should be savored, it is considered a virtue to be able to have such self control. A trait desirable among women with class around the world.