Old Parr: A Redesign Revolution in Whisky Packaging

forceMAJEURE Design's Innovative Approach to Revitalizing a Classic Brand

Old Parr, a whisky brand born in Scotland, has made a name for itself in Latin America, where it is synonymous with unpretentious status. Its iconic tilted, crackled bottle is recognized worldwide. When tasked with restaging the brand, forceMAJEURE Design faced the challenge of retaining these recognizable elements while infusing modernity into the design.

Under the leadership of Pierre Delebois, Strategy and Creative Director, and with the help of a dedicated team, forceMAJEURE embarked on a journey to create a 2D representation of Old Parr's brand values, elements, and personality. This became the touchstone for the brand's development, extending from packaging to advertising, events, and experiences.

The redesign process involved meticulous attention to detail. The team worked closely with the glassmaker to achieve the organic crackled pattern on the bottle, enhancing its tactility. Modern printing techniques were used to enhance the label's depth, character, and tactility. The Old English typeface and age statement link the brand’s past, while the portrait of Thomas Parr, the brand's namesake, appears on the front of the bottle with a clever design/printing technique that enables him to appear and disappear when viewed from different angles.

The packaging was printed on a metallic substrate with white and six colors, two varnishes, and one embossing plate. The challenge was to reproduce the bottle label on the facing and apply a sculpted emboss plate over the box to reproduce the emblematic Old Parr crackle that the bottle is famous for.

The redesign of Old Parr was not just about aesthetics; it also involved enhancing the user experience. The bottle's iconic tilt, for instance, is not just a design element but also serves as a reminder to always see life from a different perspective and embrace all it has to offer.

The redesign of Old Parr was recognized with a Silver A' Packaging Design Award in 2020, a testament to the team's creativity and professional expertise. This project demonstrates the power of design in revitalizing a classic brand, ensuring its relevance in a rapidly changing market.