Diageo India
The brand was launching Whiskey in a new hip-flask format – the idea was to position whiskey as a more hip option for younger consumers also rather than its usual demographic. The idea was to make premium scotch portable and easy to share for millennials. This called for a very contemporary, sharp-looking packaging format.A luxury rigid box with sharp edges and minimalistic design was chosen. Given the minimal design, the finish of the pack had to create the buzz. The box also contains a zig-zag folded piece which is die-cut in the shape of the bottle – which shows all the brands available in the new ‘hipster’ format.The same look was extended to the inner fitment which holds the flask and the accessories (peg-measure, etc.). Razor-sharp edges were achieved by grooving (rather than creasing) 300 gsm board – which needs a very high level of precision.
Materials used: Rigid binding board,Art Paper, Coated Folding box board for inner fitments
Standout features: The sharp 90°edges to the box, precision grooved inner fitment imparts a premium look to this box
