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

 

Scotch whisky is seen as an ‘Old Mans’ drink. It is about time that a younger generation of Scotch drinkers can sit at a bar, or party and sip a scotch on the rocks, without fear of losing their Femininity, Masculinity or Youthful credibility.

 

My solution has been influenced by René Magritte’s ideology of taking something and saying that it is not what it actually is. 

 

With this in mind I have used this traditional scotch bottle shape and said it is not what it looks like, by plastering the bottle with bold statements. The statements have been chosen to appeal to both genders in a humorous stereotypical manor, and stylised in a modernistic graphical way so the bottle stands out from its competitors.

 

Resulting in this unique, ironic and humorous brand of Scotch. That challenges the traditional values and consumer of Scotch whisky.