Highland Park wanted to release a premium product as part of the NAS warrior series. The brief had two key challenges. Firstly, how do we create a product that feels part of the range while adopting a super luxury status? Secondly, If consumers typically navigate ranges by age statements then how can we help guide the consumer through the top end of this NAS range?

FOLLOWING THE THEME ESTABLISHED IN THE WARRIORS SERIES, WE NAMED THE PRODUCT AFTER ONE OF THE MOST IMPORTANT CHARACTERS FROM VIKING HISTORY - KING CHRISTIAN I. THIS NAME ENABLED THE BOTTLING TO FEEL PART OF THE RANGE WHILE EMBRACING AN ELEVATED AND premium STATUS. As limited and special editions are hugely appealing to the luxury market, we limited the release to only 300 bottles.

High end luxury informed every design choice for the packaging. We crafted a bespoke crystal ‘teardrop’- shaped decanter inspired by Nordic glassware and used materials that reflected regal opulence such as silver. Several design elements on this pack were consistent with other motifs within the range such as the nordic marquetry banner on the top of the secondary packaging.

Alongside the studio based photography, we created atmospheric visuals to bring the concept to life. Spotlighting the pack inside a dramatic church setting, the visual roll out further affirmed the story at the heart of the concept. Capturing everything in camera, we created a miniature bespoke set build to bring dramatic realism into the Image.

We created a book to bring the story to life and detail the background history of the King’s reign.

Achieved volume growth within 10 months (56% ahead of forecast)

Increased sales by 64%

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