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    Situation Specifically for sale in the duty-free zone of New York City was developed a limited edition of whiskey – “Whyte & Mackay. New York Lim… Read More
    Situation 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”. Objective 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. Solution 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. Read Less
    Published:
Packaging
concept
for the limited edition whiskey
“Whyte & Mackay. New York
Limited Edition”
 
 
 
S I T U A T I O N
A limited edition of whiskey was developed specifically for sale in the duty-free zone of New York City — “Whyte & Mackay. New York Limited Edition”.
 
O B J E C T I V E
To embody the spirit of the New York streets in the design, and at the same time to convey classic nature of the product.
 
S O L U T I O N
Solution combines traditional aesthetics of whiskey consumption and 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 kraft paper bag. Like the whiskey itself, this design 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, and after tearing up the label is thrown away. When you hold a bottle, label is nowhere to be found, only the kraft package, and this also has its own idea — the perfect taste does not need labels.
 
 
 
Art Director — Egor Myznik
Photographer — Artur Askerov