Glenmorangie
GLENMORANGIE THE ALTUS AGED 25 YEARS
- Packaging Design
A step up from their recently revamped 18YO, for their Prestige offering, Glenmorangie wanted to tell the story of a 25-year journey.
THE CHALLENGE
A quarter century in the making, The Altus couldn’t just be a traditional ‘Master Distiller’ expression. It had to feel personal, channelling all the passion and experimentalism of Glenmorangie’s whisky innovator, Dr. Bill Lumsden.
As a twist on the liquid of the iconic ‘Original’, the 25YO is more than a marker of Dr. Bill’s time at the distillery, it’s an expression of his love for the essence of Glenmorangie. Matured over decades, the rich liquid has been aged for almost as many years as Dr. Bill has been making Glenmorangie whisky. They asked us for a pack that would unite their stories while delivering on luxury and quality.
A GLASS FOR DR. BILL
We set out to capture a labour of love. Made with the same DNA as ‘The Original’ but built out into a unique liquid, the 25YO is an expression of Dr. Bill’s artistry and skill. A love letter to a life’s work, and a masterpiece of a journey – we knew this story should be at the centre of the pack.
Aptly named ‘The Altus’, meaning high, the bottle’s narrative describes the liquid as ‘the height of deliciousness’, developed to transport consumers to an elevated world of flavour. Amplifying Glenmorangie’s existing design codes to create an ultra-premium expression of the brand, our vision signalled a clear shift up from a Luxury offering, to a Prestige one.
Working within the brand strategy, we took the wondrous lines that sit on pack and moved them into a more refined space. Designed to be suggestive of a singular journey, we used the lines to mirror the way Dr. Bill span the Original liquid over time into something even more remarkable. Multilayered with richness and detail, we led the linework upwards to the top of the pack to reinforce the idea of this liquid as the pinnacle.
Complete with intricate foil details and special finishes to elevate the graphic linework, we used these lines to represent the threads of Dr. Bill’s journey, and painted them across pack in the Original’s signature copper colouring.
A PRESTIGE PACK
A never-ending journey of exploration, we wanted the outer pack to also speak to the decadent liquid itself. Inspired by the Madeiran wine and bourbon casks the whisky was aged in, we chose a bold pack colour and premium textured paper stock to highlight the tasting notes waiting to be discovered.
Bringing the wondrous lines inside the pack too, our structural team designed the bottle with a bespoke shape and luxurious solid metal collar, subtly detailed with intricately etched linework. We chose a copper finish for the stopper itself and maintained the branding as a focal point with direct-to-glass metallic screen printing.
Uniting the bottle and outer pack with a design that would enhance the presentation of the whisky for use on display, we explored a range of structures that would open to create a ‘stage’, revealing the bottle inside. The result is an easily recyclable, overboard box, hinged along the middle to present the remarkable bottle, and story, inside.
