Following the success of the core range update and the re-brand, Highland Park tasked us with creating a new global travel retail range. The idea had to reflect the brands viking heritage and feel part of the wider family of products. It was key that the packs felt premium and had on-shelf presence in a busy airport.

Animals held great importance for Vikings and feature heavily throughout norse mythology. Taking inspiration from this, our mythical beasts range pays homage to three creatures that held iconic status for the Vikings; the bear, wolf and eagle.

To bring the series in line with the brand’s domestic range, we created bespoke illustrations representing the mythical animals in the same design style as the core range.

To bring an emotive aspect to the packaging and to maintain consistency, we gave each expression its own name. The names reflect the key characteristics of the animals that held great significance for the Vikings.

Offering a strong storytelling proposition, EACH EDITION CELEBRATES A DIFFERENT ANCIENT ANIMAL THAT TAKES CENTRE STAGE ON THE FRONT PACK. It was key that the packaging felt giftable and that the design enabled consumers to navigate the range easily. We brought premium cues across the packs through the use of foil embossings, metallic stock and printing techniques.

We designed a taste diagram to help guide consumers across the range and encourage further exploration of the series.

Each pack features a quote taken from viking mythology to bring the character of each animal to life. Each expression was assigned a core colour that represented the animal of its namesake.

The age statements and interior of each pack was adorned in a contrasting bright colour to ensure visibility and bring a vibrant modern feel to the range.

We created a suite of product photography for the launch as well as atmospheric visuals.

As part of the roll out we created advertising for use across global markets.

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