Reviving a Classic: Buchanan's Red Seal's Luxurious Redesign

forceMAJEURE Design's Award-Winning Redesign of Buchanan's Red Seal Whisky

When tasked with the redesign of Buchanan's Red Seal, the forceMAJEURE Design team drew inspiration from the rich history of James Buchanan and his dedication to quality and craftsmanship. The team's attention to detail is evident in every aspect of the design, from the embossed Buchanan's crest on the back of the glass to the luxurious closure that serves as an ornament to the bottle. The regal reds and golds used in the seal, signature, and label evoke the royal family, for whom the whisky was originally created.

The redesign was not just about aesthetics; it was also about bringing to life the exclusive blend through a new bottle structure, package design, and gift box. The team crafted an elegant bottle shape with soft curves that allow the iconic Red Seal to shine. The bottle is nestled in a beautifully crafted gift box, which opens like a book to reveal the unique bottle.

forceMAJEURE's collaboration with the glassmaker resulted in the perfect interaction between the front and back embossed rosette, and the green tint at the base of the bottle, a hallmark of all bottles in the Buchanan’s line. The stopper mirrors the shape and colors of the bottle, and the mixed materials used connote luxury. The authenticity of the design is further enhanced by the red simulated wax seal, finely molded to highlight the lions and word details with gold.

The technical specifications of the design are as follows: the bottle holds 0.75L/75cl/750ml, and the box measures 235mlx235mlx101.6ml. The design team, which included Harry Chong, Pierre Delebois, Tim Devereaux, and Steve Assandri, faced the challenge of honoring the care and craftsmanship that goes into every expression of Buchanan’s whisky. The result is a design that is not only visually stunning but also a testament to the ideals of sharing and generosity that Buchanan’s is known for.

The redesign of Buchanan's Red Seal by forceMAJEURE Design is a testament to the power of design in enhancing the appeal of a product. The team's ability to draw on the rich history of the brand while infusing it with a modern, luxurious aesthetic earned them the Golden A' Packaging Design Award in 2020. This award is granted to outstanding creations that reflect the designer's prodigy and wisdom, advance art, science, design, and technology, and significantly impact the world with their desirable characteristics.