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    This is for the D&AD Student Design Awards. Brief is by DesignBridge.
This is for the D&AD Student Design Awards. Brief is by DesignBridge.

Brief - Create packaging for a 21st Century Scotch whisky brand that challenges category convention and rituals and appeals to an international female consumer.

Designing a product for a specific market, especially one aimed purely at women was a great challenge. I wanted to stay clear of clichés but still create a strong brand that would attract female consumers.

I carried out extensive market research with both whisky drinkers and non- whisky drinkers. I found those who do drink whisky chose brands whose flavours appealed to them which was not any different to male drinkers. They were, however, more influenced by packaging when it came to trying new brands. The same conclusion was drawn from non-whisky drinkers. This group would be more inclined to try whisky if the packaging appealed to them without being too "girly".

After some initial experiments with names, type and colours I felt it would be best to produce a brand that was not only Scottish but would also appeal to a more niche market. Doing so would allow the brand to develop more of a cult following; a product aimed at a small market would in turn create free advertising, as they would be more likely to share the brand via social networking sites, such as facebook and twitter.

I decided to focus the whisky at women -

Aged 21-35
Influenced by 50s pin-up models
Fans of tattoo art

With this in mind I began to look at Scottish Myths. One legend stood out and had the feeling I was aiming for -

"Selkie" (Selkies (also known as silkies or selchies) are mythological creatures found in Faroese, Icelandic, Irish, and Scottish folklore. The word derives from earlier Scots selich,(from Old English seolh meaning seal). Selkies are said to live as seals in the sea but shed their skin to become human on land. The legend apparently originated on the Orkney and Shetland Islands).

I wanted the bottle and packaging to look like items found washed up on a beach and the colours to match this.