Elephant Whiskey

Derrick Lin


Designer: Jonathan Joseph
Project Type: Student Project
School: Academy of Design
Course: BA (Hons) Graphic Design
Tutor: Alain Parizeau
Location: Sri Lanka
Packaging Contents: Blended Whiskey bottle & Single Malt bottle and complementary glasses
Packaging Substrate / Materials: Glass bottle
Printing Process: Gold foil printing

BRIEF: Create a brand personality and identity system for a new whiskey that is hitting the market in the UK next year. It’s called Elephant Whiskey. Elephant differentiates itself by being distilled only in India and is one of only very few Indian Whiskeys exported into England. Create an interesting brand story (this is a fictional product so is open to interpretation) and then generate appropriate brand filters to help you communicate the brands personality clearly and efficiently to your chosen target audiences/demographics. There will be two products to consider. A 20yr old single malt and a blended whiskey.

A story shared by two friends, Elephant Whiskey an Indian spirit which is sold in the UK. The brand’s audience focuses on British Indians and British souls. As a concept its creating friendships and celebrating friendships between two nations.Utilizing the elephant aspect, a memorable street was created, where the two friends created and celebrated their friendship, Elephant Street the foundation of the brand’s back story.

Two significant packaged products were produced, a 20-year Single malt and a blended whiskey. Gold foiled labels were applied on both products. A windowed case was created for blended malt, secondly the celebration wooden package with two complementary classes for Single Malt. Lastly advertising and the brand experience was implemented. When purchasing with two people promotional offers have be affiliated to the consumers.

What’s Unique?
The branding and packaging has been affiliated to the consumer. Every derivable possess a consistent identity. A strong memorable concept was created, Friendship between two nations. Bottle and glass considerations were well thought of so it may personify the appearance of a person. Brand filters were made so the blended and single malt packaging will be apart from each other. The Blended label shaped with two silhouette faces which shows the two friends at a younger version as it was the start of their friendship, however the twenty aged Single malt poses the vintage tones compared to the blended, it sparks out more gold than ever. The label is shaped of the same two friends although, twenty years older. The printing process was gold foil as it would highlight the visual aspects of the brand.

The Blended windowed package was crafted with a die cut of a vintage long window shape as it would reveal the package inside the box. With a mature and bold look and unifying the rectangular chamfered edges. Refining its appearance, gold strokes appear to create a remarkable design. As simple as it gets, the mahogany single malt package takes, simplicity to the next level. Arrows being the focal point derives a meaningful message. As one side is opened an arrow is broken off, which means as you start to celebrate your friendship the hardships are unchained. Its interior the twenty aged Single Malt is placed at the focal point of the box beside each other, two complimentary glasses are place so the two friends can share a drink. Below each glass stands two metal plates which descripts a back story for each friend.