Brand Positioning and Packaging Redesign for Renowned Islay Single Malt Scotch Whisky

Brand Positioning and Packaging Redesign for Renowned Islay Single Malt Scotch Whisky / World Brand & Packaging Design Society

threebrand - Bunnahabhain redesign

"Renowned Islay single malt Scotch whisky, Bunnahabhain, has undergone a brand refresh and pack redesign. 

Hitting shelves earlier this year, the new design, created by Edinburgh-based agency threebrand, captures the new brand positioning of a ‘captivating journey' and aims to communicate Bunnahabhain’s layers of flavour and values of authenticity and masculinity. 

threebrand’s creative solution balances both rugged and premium and sees the iconic helmsman redrawn by illustrator Iain McIntosh to deliver more character and presence on pack. The core brand identity allows for each individual expression to stand on its own, but also maintains a visual synergy across the range. 

Secondary packaging sees visual cues such as ghosted maps of Islay to fluid, almost life-like smoke gracing the front of each pack. Each designed with the different layers of flavours in mind. 

Derek Scott, Brand Director at Distell, commented: “The Bunnahabhain redesign reflects a new positioning for the brand. We recognised the need to evolve and inject a new lease of life to Bunnahabhain in order to be able to resonate more with our core drinker demographic.

“The new brand marque captures a sense of character and authenticity and supporting secondary packaging successfully brings each expression together as part of a family.

“Feedback on the new design has been extremely well received by consumers.”

The range redesign stretched across all aged expressions, non-aged limited editions and Global Travel Retail. Bunnahanhain was founded in 1881 and is now owned by Distell."

Brand Positioning and Packaging Redesign for Renowned Islay Single Malt Scotch Whisky / World Brand & Packaging Design Society

Design Agency: threebrand
Brand / Project Name: Bunnahabhain Redesign
Project Type: Consumer Brand Redesign
Design Deliverables: Consumer Rebranding, Consumer Graphic Packaging Design, Consumer Structural Packaging Design
Location: Global
Market Country: Multiple Countries
Market Region: Global
Project Type: Agency Commercial / Published
Project Category: Spirits
Packaging Format: Bottle, Case
Substrate / Material: Glass, Pulp Carton