Designer: Emiliano Renzi
Art Director: Sebastián Infante
Brand Strategy: Braulio Natera
Project Type: Produced
Product Launch Location: Spain
Packaging Contents: Whisky
Packaging Substrate / Materials: Glass bottle
Printing Process: 3D varnish/embossing effect, Foil stamping
Faced with the challenge of relaunching their brand to attract mid-Millennial whisky consumers to Spanish, rather than Scotch, whisky, Doble·V approached DAf to redesign their long-standing label. Key in the packaging refresh was a need to maintain the brand’s loyal consumers in the region of Andalucía, while welcoming new drinkers to the brand.
Our designers drew from Doble·V’s distinctive warm red tones to create a fresh, clean, unencumbered design with a modern typography, free of the heavy trappings and fuss of traditional whisky labels. Given its history and the brand name itself, the “W” was maintained in the new design, taking the form of a visual icon that stands out on the shelf and can be utilized in other brand communication.
This new design goes hand-in-hand with a range of additional assets also developed for Doble·V by DAf; including consumer archetype definition, brand manifesto, claim, key visuals, social media content and brand book.