The Targe

Design: Design Activity
Project Type: Produced, Commercial Work
Client: Lidl
Location: Bristol, UK
Packaging Contents: Single Grain Scotch Whiskey
Packaging Substrate / Materials: Glass Bottle and cardboard tube container

With Germany being the fifth largest importer of Scotch whisky, Lidl UK recognised an opportunity to create a premium own-label Scotch whisky brand for their more knowledgeable and discerning whisky connoisseur.

After securing a batch of 23-year-old single grain Scotch whisky, Lidl commissioned Design Activity to create an authentic new brand identity and packaging, specifically for the German market.

The product went into Lidl stores in Germany in December 2017, just in time for the peak winter whisky-drinking season.

What’s Unique?
From the early 17th century until the Battle of Culloden in 1746, the Scottish Highlander’s main means of defence in battle was a wooden ‘targe’ shield. Inspired by this battle and the crafted detail of the targe, a brand worthy of such a story was created.

Time, care and craft go into creating single grain whisky, so it was important that an equal measure of craft and dedication was applied to the label detailing to reflect the product within.

The result design was a bottle and tube container featuring a distinctive hand-drawn emblem in the style of an intricately decorated targe shield. A powerful and premium combination of black and gold were used to compliment the rich amber tones synonymous with a highland whisky.