Following the success of many special editions based around norse mythology, Highland Park asked us to create packaging, photography and collateral for a new release. The campaign had to communicate the brands values in a distinctive and unconventional way. The packaging had to appeal to the consumer looking to explore more within the range and attract new customers looking for a giftable whisky.

Continuing our story telling approach, we looked to mythology for inspiration. For the vikings dragons were both feared and revered, possessing mystical powers but representing the forces of evil. It is said that the GREAT VIKING WARRIOR SIGURD bravely KILLED FAFNIR AN EVIL SERPENT DRAGON and licked the creatures blood from his thumb to receive gifts of wisdom and prophecy. In Dragon Legend we pay tribute to the virtues of courage and perseverance present in Sigurd’s story as they are the same values that lie at the heart of Highland Parks ‘Viking Code of Honour.’

We created a bespoke collage to represent the textured surface of the SERPENT DRAGON. This imagery was used across both the secondary and primary packaging.

We created an illustrative dragon icon. The BLACK GLOSS SERPENT WEAVES THROUGH THE stacked TYPOGRAPHY on the face of the outer pack.

Leaning into the storytelling approach, we plucked a quote from the viking legend that celebrates SIGURD’s bravery for use on the pack.

Using a contrasting colour palette, we chose emotive shades that reflect blood, battle and dragons.

PEPPERING THE PACKAGING AND LABEL WITH DEBOSSED MATT AND GLOSS REPTILIAN SCALES, WE BROUGHT the dragon to LIFE THROUGH TACTILE DETAILS AND textures.

Reflecting the dark and atmospheric nature of the story we used black glass embossed with the brands logo.

As part of the release we created atmospheric imagery to bring the mythological world to life.

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