Old Parr Функсияи асосӣ: Бастабандии виски by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 Ҷоизаи нуқрагии A' Design Award in Дизайни бастабандӣ Competition Category.
НуқраБастабандӣ· 2020
Old Parr Функсияи асосӣ: Бастабандии виски
by Pierre Delebois - forceMAJEURE Design
Client: Diageo
Ҷоизаи нуқрагии A' Design Award Winner in Бастабандӣ Category
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The Design
About Old Parr Функсияи асосӣ: Бастабандии виски
Old Parr як тарҳи бастабандӣ барои силсилаи виски скотч мебошад. Шишаи тарқишдор ва шакли каҷи он нигоҳ дошта ва такмил дода шудаанд, то сифати ламсии баста ва ҳисси он дар даст ҳангоми рехтан ҳифз шавад. Нақшаи органикии тарқишдор якҷоя бо шишагар таҳия карда шудааст. Барчаспҳо дар зерсохти металлӣ бо сафед ва шаш ранг, ду лакк ва як лавҳаи барҷастасозӣ чоп мешаванд. Қуттиҳо ҳамон зерсохти металлӣ ва як лавҳаи барҷастасозии ҳаккокишударо истифода мебаранд, ки тарқишро такрор мекунад. Ҳарфи қадимии англисӣ ва изҳороти синну сол таърихи брендро ба ёд меоранд.
The Recognition
About the Ҷоизаи нуқрагии A' Design Award
Old Parr Функсияи асосӣ: Бастабандии виски ғолиби Ҷоизаи нуқрагии A' Design Award аст, ки эътирофи фавқулодда обрӯманд буда, ба тарҳҳои сатҳи олӣ, зебо ва таъсирбахш дода мешавад. Ғолибони нуқра асарҳои бағоят дурахшон ва бениҳоят эҷодкоронаанд, ки таҷрибаи барҷаста, истеъдод ва зиракии тарроҳони худро нишон медиҳанд. Интизор меравад, ки Old Parr Функсияи асосӣ: Бастабандии виски асари аҷоиб ва намунавӣ бошад, ки ба таври назаррас касбӣ ва амиқан навоваронаанд. Ин тарҳи ғолиби Ҷоизаи нуқрагии A' Design Award ихтирои хеле назаррас ва мавриди таҳсин аст, ки судманд аст ва ҳудуди санъат, илм, тарроҳӣ ва технологияро пеш мебарад. Old Parr Функсияи асосӣ: Бастабандии виски офаридаест, ки бисёриҳо ба он ҳасад мебаранд ва хостаҳоро бедор мекунад, эҳсосоти мусбат меорад ва ҳайрат ва тааҷҷуб ба вуҷуд меорад.
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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