When Laphroaig Islay Single Malt Scotch Whisky redesigned the packaging of their portfolio, they engaged my team to create an elevated packaging experience for their extra-aged expressions. Leading the concept and design of this effort, we worked with Scottish vendors to find just the right materials to bring our vision to life. While Laphroaig is a premium brand, its character is rugged and unpretentious. We wanted the packaging to feel that way, leading to a whitewashed wood outer box that could act as both case and display for the whisky. The ruggedness of the wood evoked the idea of the sea air, while the copper accents pay tribute to the copper stills that create this special whisky.
