Old Parr Ọrụ Bụ Isi: Nkwakọ Wiski by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 Ihe Nrite A' Design Award nke Ọlaọcha in Nhazi Ngwungwu Competition Category.
ỌlaọchaNgwungwu· 2020
Old Parr Ọrụ Bụ Isi: Nkwakọ Wiski
by Pierre Delebois - forceMAJEURE Design
Client: Diageo
Ihe Nrite A' Design Award nke Ọlaọcha Winner in Ngwungwu Category
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The Design
About Old Parr Ọrụ Bụ Isi: Nkwakọ Wiski
Ederede Akwụkwọ: Old Parr bụ atụmatụ nkwakọ maka ụdị wiski Scotch dịgasị iche iche. A na-echekwa ma kwalite karama gbawara agbawa na ụdị ya dị mkpọda iji dobe àgwà mmetụ aka nke ngwugwu ahụ na otu ọ dị n'aka mgbe a na-awụsa ya. Ejikọtara ụkpụrụ mkpọka gbawara agbawa nke ọ na-etolite site na aka onye na-eme iko. A na-ebipụta akara ndị ahụ na ihe metal metal jiri ọcha na agba isii, varnish abụọ na otu efere embọssing. Igbe ndị ahụ na-eji otu ihe metal metal ahụ na efere embọssing a pịrị apị nke na-emegharị mkpọka ahụ. Ụdị mkpụrụ akwụkwọ Old English na nkwupụta afọ na-echetara akụkọ ihe mere eme nke akara ahịa ahụ.
The Recognition
About the Ihe Nrite A' Design Award nke Ọlaọcha
Old Parr Ọrụ Bụ Isi: Nkwakọ Wiski meriri A' Design Award nke Ọlaọcha, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa kachasị elu, mara mma ma na-eju anya. Ndị meriri na Ọlaọcha bụ ọrụ na-egbu maramara nke ukwuu ma dị oke nzụlite nke na-egosi ọmarịcha ihe ọmụma, talent na nghọta nke ndị designer ha. A na-atụ anya na Old Parr Ọrụ Bụ Isi: Nkwakọ Wiski ga-abụ ọrụ dị ịtụnanya, ihe nlereanya, nke dị oke ọrụ ma dị omimi n'ihe ọhụrụ. Design a meriri A' Design Award nke Ọlaọcha bụ ihe e mepụtara dị oke ịrịba ama, nke a na-eto nke na-erite uru ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. Old Parr Ọrụ Bụ Isi: Nkwakọ Wiski bụ ihe e kere eke ọtụtụ ndị na-ekwo ekworo ya nke na-akpali ọchịchọ, na-eweta mmetụta ọma ma na-akpali ịtụnanya.
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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