Hedges & Butler – regal range

Design: Thirst Craft
Location: United Kingdom
Project Type: Produced
Client: Ian Macleod Distillers
Product Launch Location: United Kingdom
Packaging Contents: Whisky
Packaging Substrate / Materials: Glass

Founded in 1667, Hedges & Butler is one of Britain’s oldest wine and spirits merchants. For centuries they built an esteemed reputation around the globe, receiving eleven Royal Warrants from home and abroad. With such an illustrious past to its name, current owners Ian Macleod Distillers wanted to make more of the Hedges & Butler’s brand, expanding it to a range of accessible blended Scotch Whiskies. With sights set on key export markets, Thirst Craft was approached to restore Hedges & Butler’s regal history to the heart of the brand.

By matching three of the monarchs’ personalities to each of the new whiskies’ flavour profiles, Thirst tells stories of Scandal and Smoke, Rebellion and Richness, Sincerity and Spice. Inspired by coin profiles from each royal’s reign Thirst paired bespoke illustrations with a refined wordmark and rich colour palette.

Tasting notes are brought to the fore, allowing for easy range navigation while embossing creates a luxurious, tactile finish. All in all, this refreshed range feels fit for royal approval once more.