Old Parr Prìomh-Ghnìomh: Pacaigeadh Uisge-Beatha by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 Duais Airgid A' Design Award in Dealbhadh Pacaidh Competition Category.
AirgeadPacadh· 2020
Old Parr Prìomh-Ghnìomh: Pacaigeadh Uisge-Beatha
by Pierre Delebois - forceMAJEURE Design
Client: Diageo
Duais Airgid A' Design Award Winner in Pacadh Category
Verified Award Winner
Verify Award Status for #99812The Design
About Old Parr Prìomh-Ghnìomh: Pacaigeadh Uisge-Beatha
Is e dealbhadh pacaigidh airson raon de uisge-beatha Albannach a th' ann an Old Parr. Tha am botal sgàineach agus a chruth claonta air an gleidheadh agus air an leasachadh gus càileachd suathaidh na pacaid a chumail agus mar a tha e a' faireachdainn san làimh nuair a thathar a' dòrtadh. Chaidh am pàtran sgàineach organach a leasachadh còmhla ris an neach-dèanaimh glainne. Tha na bileagan air an clò-bhualadh air fo-stuth meatailteach le geal agus sia dathan, dà bhàrnais agus aon phlàta grabhaladh. Bidh na bogsaichean a' cleachdadh an aon fho-stuth meatailteach agus plàta grabhaladh snaidhte a bhios ag ath-aithris an sgàinidh. Tha cruth-clò Seann Bheurla agus an aithris aoise a' toirt gu cuimhne eachdraidh a' bhrannd.
The Recognition
About the Duais Airgid A' Design Award
Tha Old Parr Prìomh-Ghnìomh: Pacaigeadh Uisge-Beatha air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Old Parr Prìomh-Ghnìomh: Pacaigeadh Uisge-Beatha na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Old Parr Prìomh-Ghnìomh: Pacaigeadh Uisge-Beatha na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- forceMAJEURE was tasked to restage the brand, and to redesign the complete range, bringing consistency, elevating and modernizing the look and feel of the pack, and completely redesigning Old Parr 18.The brand world became 2D representation of brand values, elements and personality that can be translated into any medium or 3D space. This became the touchstone for how the brand would develop as the team moved from packaging to advertising, to events and experiences.
- Tags
- #rebrand, #productdesign, #packagedesign, #luxury, #whisky, #brownspirits, #oldparr #latinamerica
- Production Technology
- For the Old Parr redesign, forceMAJEURE printed the labels on metallic substrate with white and 6 colors, 2 varnishes and one embossing plate. The boxes are printed on metallic substrate as well. The challenge here was to reproduce the bottle label on the facing and apply a sculpted emboss plate over all the box to reproduce the emblematic Old Parr crackle that the bottle is famous for.
- Design Challenge
- The redesign of the Old Parr packaging required special attention. Foremost, the brand needed to be “refreshed,” but still maintain its quirkiness and character. Old Parr’s crackled bottle and iconic tilt are recognized worldwide, and great care was given to retain and enhance the bottle’s tactility.
We researched techniques and crackled pattern designs, and worked closely with the glassmaker to achieve the organic crackled pattern, elegant in its own right when viewed up close.
It was important to honor the rich history of the brand and Thomas Parr, the man, while infusing modernity into the design. The Old English typeface and age statement link the brand’s past, but modern printing techniques enhance the label’s depth, character, and tactility. The Portrait of Thomas Parr appears on the front of the bottle with a clever design and printing technique that enables him to appear and disappear when viewing the bottle from different angles. - Inspiration
- Born in Scotland, Old Parr has conquered the warm heart of Latin America where it is a synonym of unpretentious status. Its crackled bottle and iconic tilt are recognized worldwide. Great care was given to retain and enhance the bottle’s tactility. forceMAJEURE Design worked closely with the glassmaker to achieve the organic crackled pattern, elegant on its own when viewed up close. The Olde English typeface and age statement link the brand’s past, but modern printing techniques enhance the label’s depth, character, and tactility. Thomas Parr appears on the front of the bottle with a clever design/printing technique.
- Operation Flow
- Old Parr’s crackled bottle and iconic tilt are an important part of the brand's personality. In the bottle design, great care was given to retain and enhance the bottle’s tactility, and its feel in the hand when pouring. The bottles tilt reminds us to always see life from a different perspective and embrace all it has to offer.
- Team Members
- Pierre Delebois, Strategy and Creative Director
Tim Devereaux, Art Director
Harry Chong, Product Design Director
Steve Assandri, Production Manager - Image Credits
- Photo Image 1: Taka Igarashi for forceMAJEURE Photo Studio
Photo Image 2: Taka Igarashi for forceMAJEURE Photo Studio
Photo Image 3: Taka Igarashi for forceMAJEURE Photo Studio
Photo Image 4: Taka Igarashi for forceMAJEURE Photo Studio
Photo Image 5: Taka Igarashi for forceMAJEURE Photo Studio
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