Old Parr Primary Function: Iphakheji Yewhisky by Pierre Delebois - forceMAJEURE Design

Old Parr Primary Function: Iphakheji Yewhisky by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 Ibhaso Lesilivere le-A' Design Award in Uyilo lwePakheji Competition Category.

IsilivereIpakheji· 2020

Old Parr Primary Function: Iphakheji Yewhisky

by Pierre Delebois - forceMAJEURE Design

Client: Diageo

Ibhaso Lesilivere le-A' Design Award Winner in Ipakheji Category

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Colors

The Design

About Old Parr Primary Function: Iphakheji Yewhisky

Old Parr yiyilo lokupakisha loluhlu lwewhisky yaseScotland. Ibhotile eqhekekileyo kunye nendlela yayo etyekileyo igciniwe kwaye yaphuculwa ukugcina umgangatho wokuphatha wephakheji nendlela evakalayo esandleni xa uthulula. Ipatheni eqhekekileyo yendalo yaphuhliswa ngokudibeneyo nomenzi weglasi. Iileyibhile ziprintwe kwisiseko esisimetali ngombala omhlophe kunye nemibala emithandathu, iivanishi ezimbini kunye nepleyithi enye yokushicilela. Iibhokisi zisebenzisa isiseko esifanayo sesimetali kunye nepleyithi ekroliweyo yokushicilela ephinda ukuqhekeka. Uhlobo lwamagama esiNgesi esidala kunye nesibhengezo sobudala kubuyisela imbali yale brendi.

The Recognition

About the Ibhaso Lesilivere le-A' Design Award

Old Parr Primary Function: Iphakheji Yewhisky ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Old Parr Primary Function: Iphakheji Yewhisky iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Old Parr Primary Function: Iphakheji Yewhisky yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

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