Old Parr Imifuka ya Whisky by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 Igihembo cya A' Design Award cya Ifeza in Igishushanyo cy'Ipaki Competition Category.
IfezaIpaki· 2020
Old Parr Imifuka ya Whisky
by Pierre Delebois - forceMAJEURE Design
Client: Diageo
Igihembo cya A' Design Award cya Ifeza Winner in Ipaki Category
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- Verified Award Winner
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The Design
About Old Parr Imifuka ya Whisky
Old Parr ni igishushanyo cy'imifuka ku bwoko bw'inzoga ya Scotch whisky. Icupa rifite udufunda n'imiterere yaryo yagoramye byakomejwe kandi byatezwe imbere kugira ngo bikomeze kumva neza uko imifuka isa mu maboko igihe usuka. Ishusho ya kamere y'udufunda yateguwe hamwe n'ukora ibirahure. Ibimenyetso byanditswe ku kintu gifite icyuma n'ibara ry'umweru hamwe n'amabara atandatu, ivarnishi ebyiri n'ikibaho kimwe cyo kuvangira. Amasanduku akoresha icyo kintu cy'icyuma kimwe n'ikibaho gishushanyijeho cyongera udufunda. Uburyo bw'inyandiko bwa cyera bw'Icyongereza n'itariki y'ikigero bizana amateka y'iri zina.
The Recognition
About the Igihembo cya A' Design Award cya Ifeza
Old Parr Imifuka ya Whisky ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Old Parr Imifuka ya Whisky biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Old Parr Imifuka ya Whisky ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.
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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