This month sees the launch of a global packaging refresh for Laphroaig, designed by jkr.
The redesign for the Islay single malt whisky extends across the entire portfolio from the brand’s popular malts to its more premium editions. Designed to reflect the quality of the products and the brand’s rich history, the new packaging strives to make it easier for consumers to identify their preferred expression.
Michael Cockram, senior global marketing director for Beam Inc., said: ‘Laphroaig continues to be the world’s No.1 Islay malt whisky. Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years.’
Daniela Nunzi-Mihranian, creative director, jkr continued: ‘Laphroaig has a fantastic brand essence and the redesign provided the opportunity to unleash it. By refining the equities that make Laphroaig distinctive, we were able to bring harmony to the portfolio. This has improved navigation for consumers while delivering a more contemporary feel.’
‘We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience’ Cockram continued.
The new packaging was designed with feedback from the Friends of Laphroaig community. ‘After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a more defined brand personality that resonates with our fans.’
Look out for the new bottles launching shortly in the US, UK, Germany, Sweden, Australia and Japan.