Creating the perfect piece of packaging isn’t easy at the best of times – but when the product inside is a bottle of limited edition liquor it can be even harder. The pack should be a feast for the senses, represent the brand, denote a superior level of quality and, at the same time, never overshadow its precious contents.
The team from MW Luxury Packaging has spent many years manufacturing packaging for luxury products, and in their time they’ve learnt a thing or two about how the perfect pack is executed. We sat down with them to get their advice on creating luxury spirits packaging.
Tell a Story
Engage the Senses
Focus on the Details
In 2015, the MW team manufactured the packaging for seven of Diageo’s nine Special Release Single Malt Whiskies. The key to the success of these packs, according to Toby Wilson, was the attention to detail in both the design and the final execution. Subtle touches like crafted typography, debossing and spot gloss varnish added visual and textural appeal, whilst showing what made each whisky so unique.
Convey Status & Value
When buying a luxury product, the expectation on the consumer’s part is that the item carries unique status. This expectation can be met through endorsement or personalisation from a respected individual – with MW’s pack for Johnnie Walker & Sons’ Mastery of Oak, the signature of Diageo’s Master Blender was incorporated into the design, significantly boosting its value.
Another fantastic way of instilling value is to include product numbering; knowing that you possess one of only 1000 limited editions packs gives it an exclusive, collectible element.
The last piece of advice MW had for us? To always be pushing the boundaries and experimenting with innovative new manufacturing techniques and materials. A little bit of ingenuity can make all the difference.