Design: Boundless Brand Design
Location: United Kingdom
Project Type: Produced
Client: Royal Salute
Product Launch Location: Global
Packaging Contents: Whisky
Packaging Substrate / Materials: Ceramic Flagon, Carton Box
Having recently launched the brand world earlier this month, Boundless Brand Design are now launching the next in a series of range redesigns with one of the more remarkable editions, The 21 YO Snow Polo Edition.
A collection established to honour the brand’s longstanding affinity with polo, matching ‘The King of Whiskies’, with ‘The Sport of King’s’, both reflecting the values of the noble sport of skill, honour and grace. The tournament is a spectacle of breath-taking scenes, from the landscape of majestic snow-capped mountains to the sophisticated soirées held in the luxurious surroundings. Attracting spectators from around the world, snow polo is without a doubt the highlight of the winter season.
The brief for The Snow Polo Edition, was to create a contemporary and playful design that linked to St Moritz, where Snow Polo was established, and reflect the glamour and lifestyle of the mountainous setting which is associated with the iconic sport. The whisky itself, the first 21yo blended grain Scotch Whisky in the range, has been beautifully crafted by Master Distiller Sandy Hyslop, with elegant layered flavours of rich vanilla and toffee, with a long smooth finish. The blend is crafted at a special strength to be enjoyed best over fresh ice to release the depth of flavours, perfect for the sophisticated outdoor sporting occasion.
Boundless wanted to reflect the spectacle and glamour of the sport, and were inspired by retro travel posters, a simple and iconic way of representing the lifestyle and playful nature of the concept, which were created in collaboration with illustrator Thomas Danthony. The outside of presentation carton has a bold and stylish depiction of the daytime St Moritz event with the game of Polo in full swing, building in details of the spectators and the whisky itself into the design. The cartons tesselate on shelf to create a full mountainous landscape, with embossing used to give depth to the illustration, and tactility when in hand. Inside the carton, behind the shining white flagon, the story continues with the illustration depicting a luxurious party, surrounded by glitz and brilliance.
Boundless have taken the concept and design look and feel across a number of touchpoints, having worked collaboratively with the client team to activate the concept beyond packaging, by creating the toolkit for merchandising, high profile placements in travel retail, gifts with purchase and a fun consumer engagement statement with the Snow Globe.
Creative Director & Founder Hamish Shand says: “We couldn’t be happier with how this concept has come to life for Royal Salute. It epitomises tradition in a way that is accessible and playful for younger generations of whisky drinkers, with a look & feel that elevates the experience at every stage of the customer journey. We are really thrilled that this is the first innovation product launch following the brand world re-stage, as it captures the new direction of the brand, telling stories of enrichment and wonder, in a truly stunning fashion.”
Senior Brand Manager, Chloe Jean says “We really enjoyed working collaboratively with Boundless on this project. It sets a new tone for how Royal Salute wants to reframe its personality moving forwards, and this luxurious and glamourous product highlights the shift beautifully.”