Old Parr ቀዳሚ ዕዮ፡ መዐሸጊ ውስኪ by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 ናይ ብሩር ሽልማት A' Design Award in ንድፊ ማዕሸጊ Competition Category.
ብሩርማዕሸጊ· 2020
Old Parr ቀዳሚ ዕዮ፡ መዐሸጊ ውስኪ
by Pierre Delebois - forceMAJEURE Design
Client: Diageo
ናይ ብሩር ሽልማት A' Design Award Winner in ማዕሸጊ Category
Verified Award Winner
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About Old Parr ቀዳሚ ዕዮ፡ መዐሸጊ ውስኪ
ኦልድ ፓር ንተኸታተልቲ ናይ ስኮች ውስኪ እተዳለወ ዲዛይን መዐሸጊ እዩ። እቲ ስንጭሮ ዘለዎ ብልቃጥን ዝወደቐ ቅርጹን ተታሒዙ ብምምሕያሽ፡ ናይቲ መዐሸጊ ናይ ንኽትንክፍ ባህርያትን ኣብ ግዜ ምዕፋር ኣብ ኢድ ዝርአ ስምዒትን ንኽዕቀብ ተገይሩ። እቲ ተፈጥሮኣዊ ስንጭሮ ዘለዎ ንድፊ ምስቲ ብልቃጥ ዝሰርሕ ሰብ ብምትሕብባር እዩ ተማዕቢሉ። እቲ ናይ ስም ወረቐት ኣብ መተላሊ ብልጭታ ዘለዎ ዝባን ብጻዕዳን ሽዱሽተ ሕብርታትን፡ ክልተ ቫርኒሽን ሓደ ናይ ኤምቦሲንግ ሰሌዳን ተሓቲሙ ኣሎ። እቶም ሳናዱቕ ተመሳሳሊ መተላሊ ዝባንን ነቲ ስንጭሮ ዝደግም እተቐርጸ ናይ ኤምቦሲንግ ሰሌዳን ይጥቀሙ። ሓደ ናይ ኦልድ ኢንግሊሽ ዓይነት ጽሑፍን ናይ ዕድመ መግለጺን ንታሪኽ እቲ ብራንድ የዘኻኽር።
The Recognition
About the ናይ ብሩር ሽልማት A' Design Award
Old Parr ቀዳሚ ዕዮ፡ መዐሸጊ ውስኪ ናይ ብሩር ሽልማት A' Design Award ዝዓወተ እዩ፣ ንጽቡቓት፣ ልዑላትን ዘስደምምን ላዕለዋይ ደረጃ ዘለዎም ዲዛይናት ዝወሃብ ብዘይተለምደ ኣዚዩ ክቡር ኣፍልጦ። ዘዓወቱ ብሩር ፍሉይ ክእለት፣ ተውህቦን ጥበብን ዲዛይነራቶም ዘርእዩ ኣዚዮም ዘብርሁን ብዙሕ ፈጠራውያንን ስራሕቲ እዮም። Old Parr ቀዳሚ ዕዮ፡ መዐሸጊ ውስኪ ዝበለጸ፣ ምሳሌ ዝኾነ፣ ብኣገዳሲ መገዲ ሞያውን ብዕምቆት ሓድሽን ስራሕ ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ብሩር ሽልማት A' Design Award ብዙሕ ዝተራእየን ዝደነቐን ፈጠራ እዩ፣ ጥቕሚ ዘምጽእን ደረት ጥበብ፣ ሳይንስ፣ ዲዛይንን ቴክኖሎጂን ዘስፍሕን። Old Parr ቀዳሚ ዕዮ፡ መዐሸጊ ውስኪ ብብዙሕ ዝቐንኣሉ ፍጥረት እዩ፣ ድሌታት ዘበራብር፣ ጽቡቕ ስምዒታት ዘምጽእን ሰንቢድን ምድናቕን ዘበራብርን።
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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