Secrets of
a Sacred
Trilogy
Unlocking the secrets of whisky craftsmanship, sharing Gordon & MacPhail’s unique and intricate process through an interactive brand artefact.
We were briefed to create a brand artefact to impart knowledge and share the story of a ‘sacred trilogy’, three foundational principles of the whisky making process; Spirit – Cask – Time. Partnering with Koop Design who led the creative campaign and graphic design, we defined the 3D brand experience, translating the concept of ‘unlocking secrets’ as a piece of puzzle-solving structural packaging & presentation kit.
Gordon & MacPhail are the World’s Leading Malt Whisky Specialist. An independent family owned & managed firm which has been bottling Single Malt Whiskies since 1895. Masters of malt maturation, carving out a unique niche in the rare single malt Scotch whisky market.
Experts in understanding the matching of casks to new-make spirits, they have developed trusted, long standing relationships with over 100 distilleries across Scotland, releasing some of the rarest and oldest whiskies in the world.
'Puzzle Cask' sketch concept
Early structure exploration
The puzzle cask is a story-telling piece, providing a rare insight of Gordon & MacPhail’s philosophy in matching wood to spirit over time. Inspired by the mystery and secrecy that shrouds the whisky making process. The cask is symbolic, a vessel where simple elements combine, interact and evolve through exacting craft and careful stewardship.
Designed to:
Connect with customers, distributors and retailers across global markets for single malt Scotch whiskies and premium spirits.
Engage an audience through intriguing interactions and captivating content.
Educate through sharing knowledge, experience & expertise learned over generations.
Proof of concept - puzzle solving structural pack experience.
CODED CASK
An intricate build of paper-over-board box construction around a central, rolled carton core gives form and movement to an abstract geometric cask form. A concealed lock feature built into the lid restricts access and opening of the cask until the correct alignment has been decoded. Premium print finishes embellish the faceted surfaces of the cask, with foiled lettering and high-build spot gloss delivering visual intrigue and tactility.
EDUCATIONAL CONTENT
Secured inside each cask is a set of education cards and natural oak presentation block. Once the code is cracked, the contents of the cask can be unpacked and assembled as a formal presentation piece, where knowledge and secrets are bestowed.
FREIGHT CASE
A printed e-flute freight case cradles the puzzle cask in its rested state (laid down) until ready to be released. Introductory text and instructions of use are presented on the underside of the lid, marking the start of user engagement and interaction.
CONNECTED EXPERIENCE
As part of the connected experience, unique QR codes printed on each education card link to extended online content through a series of exclusive films.
An education in whisky craftsmanship
“Delve into the heart of whisky craftsmanship. Reveal our intricate process and discover how new make spirit is combined with oak over time to create our single malt Scotch whisky of exceptional quality.”
First batch fulfilled and dispatched from our studio