Old Parr Galuega Autu: Afifiga o le Uisiki by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 A' Design Award Ario in Mamanu Afifi Competition Category.
ArioAfifi· 2020
Old Parr Galuega Autu: Afifiga o le Uisiki
by Pierre Delebois - forceMAJEURE Design
Client: Diageo
A' Design Award Ario Winner in Afifi Category
Verified Award Winner
Verify Award Status for #99812The Design
About Old Parr Galuega Autu: Afifiga o le Uisiki
Old Parr o se mamanu afifiga mo se laina o le uisiki Sikotilani. O le fagu ua tetega ma lona foliga faasee ua faatumauina ma faaleleia ina ia tausisia le uiga paʻi o le afifiga ma lona lagona i le lima pe a saʻe. O le mamanu tetega faanatura na atiaʻe faatasi ma le tagata fai tioata. O igoa faailoga o loʻo lomia i luga o se mea uʻamea faatasi ma le paʻepaʻe ma ni lanu e ono, ni vali sila e lua ma se laupapa faamamafa e tasi. O pusa o loʻo faaaogaina ai le mea uʻamea lava lea e tasi ma se laupapa faamamafa faatagataina o loʻo toe faafoliga ai le tetega. O se ituaiga mataitusi Peretania Tuai ma le faamatalaga o le matua e faamanatu mai ai le talafaasolopito o le faailoga.
The Recognition
About the A' Design Award Ario
O le A' Design Award Ario na manumalo ai Old Parr Galuega Autu: Afifiga o le Uisiki, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Old Parr Galuega Autu: Afifiga o le Uisiki e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Old Parr Galuega Autu: Afifiga o le Uisiki o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.
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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