Stunning packaging combined with practical thinking
Creativity doesn’t always combine well with practicality, as one often gets in the way of the other. However, at inwk luxury packaging division, our team can combine the two perfectly.
For example, the packs we have recently produced for Edrington’s new premium gifting range for The Macallan Highland Single Malt Scotch Whisky. Celebrating the brand’s ‘commitment to wood’, this is the second of three designs to be released in consecutive years. Edrington wanted the design to highlight the fact the oak casks ‘deliver 100 percent natural colour and account for up to 80 percent of the character of The Macallan’. To reflect this, the image on the rigid boxes depicts a cross section of an oak tree with gold foil highlighting and enhancing the intricate nature of the grain of the wood. Metallic inks have also been used to achieve the striking colours specific to the age and way each one has been distilled.
There are five whiskies within the Limited Edition range – Sherry Oak 12 Years Old, Double Cask 12 Years Old, Fine Oak 12 Years Old, The Macallan Gold and The Macallan Amber. The packs contain either two branded glasses or a glass and water jug product combination.
In addition to the ‘gifts’ being depicted via a small graphic highlighted on the front of the box in gold foil, our designers recognised the display constraints within travel retail and created an aperture on the side of each box to enable consumers to see the ‘gifts’ in situ.
The practical aspect is realised at packing stage. Each box has a top-loaded design with two different compartments, so when they arrive, six to a case, the packer does not have to remove each individual gift box. They simply open each box by the pull tab ribbon on the lid flap and drop in the bottle. The vac form is then removed from the other compartment, the glasses and/or water jug are placed in the fitment and then slid back in to the box diagonally for perfect orientation when looking through the aperture. The lid of the gift box is then closed.