Old Parr Iṣẹ́ Àkọ́kọ́: Ìpalẹ̀mọ́ Ìdì Whisky by Pierre Delebois - forceMAJEURE Design is a highly esteemed winner of the very prestigious 2020 Àmì-ẹ̀yẹ Fàdákà A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
FàdákàÌdìpò· 2020
Old Parr Iṣẹ́ Àkọ́kọ́: Ìpalẹ̀mọ́ Ìdì Whisky
by Pierre Delebois - forceMAJEURE Design
Client: Diageo
Àmì-ẹ̀yẹ Fàdákà A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #99812The Design
About Old Parr Iṣẹ́ Àkọ́kọ́: Ìpalẹ̀mọ́ Ìdì Whisky
Old Parr jẹ́ àpẹẹrẹ ìdì fún ọ̀wọ́ ọtí whisky Scotch. Ìgò tí ó ní àwòrán fífọ́ àti ìrísí rẹ̀ tí ó tẹ̀ ọ̀tún ni a tọ́jú tí a sì mú kún fún dídára kí ìfọwọ́kàn ìdì náà lè dára àti ìmọ̀lára rẹ̀ ní ọwọ́ nígbà tí a bá ń da á jáde. Àwòrán fífọ́ tí ó jẹ́ ti ẹ̀dá ni a ṣẹ̀dá pẹ̀lú olùṣe gilaasi náà. A tẹ àwọn àmì náà sórí àwọ̀ irin pẹ̀lú funfun àti àwọ̀ mẹ́fà, oríṣi vánníṣì méjì àti páálí ìtẹ̀mọ́lẹ̀ ọ̀kan. Àwọn àpótí náà lo àwọ̀ irin kan náà àti páálí ìtẹ̀mọ́lẹ̀ tí a gbẹ́ tí ó tún ṣàfihàn àwòrán fífọ́ náà. Ọ̀nà ìkọ̀wé Old English àti àlàyé ọjọ́ orí náà rán wa létí ìtàn ilé-iṣẹ́ náà.
The Recognition
About the Àmì-ẹ̀yẹ Fàdákà A' Design Award
Old Parr Iṣẹ́ Àkọ́kọ́: Ìpalẹ̀mọ́ Ìdì Whisky jẹ́ olùborí Àmì-ẹ̀yẹ Fàdákà A' Design Award, ìdánimọ̀ onípọ̀nlé lọ́nà àrà ọ̀tọ̀ tí a fún àwọn àwòṣe ìpele gíga jùlọ tó dára tó sì ń kan ọkàn. Àwọn olùborí Fàdákà jẹ́ àwọn iṣẹ́ tó ń tàn yòò gidigidi tó sì ní ìṣẹ̀dá púpọ̀ tí wọ́n ń ṣàfihàn ìmọ̀ ìjìnlẹ̀, ẹ̀bùn àti ìmọ̀ràn àwọn olùṣàwòṣe wọn. A retí pé Old Parr Iṣẹ́ Àkọ́kọ́: Ìpalẹ̀mọ́ Ìdì Whisky yóò jẹ́ iṣẹ́ àgbàyanu, àpẹẹrẹ rere, ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun jinlẹ̀. Àwòṣe tó borí Àmì-ẹ̀yẹ Fàdákà A' Design Award yìí jẹ́ ohun ìmúṣẹ̀dá tó hàn gbangba gidigidi tí a mọrírì tó ń ṣe anfàní tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Old Parr Iṣẹ́ Àkọ́kọ́: Ìpalẹ̀mọ́ Ìdì Whisky jẹ́ ẹ̀dá tí ọ̀pọ̀lọpọ̀ ń ṣe ìlara, tó ń jí ìfẹ́ inú, tó ń mú ìmọ̀lára rere wá tó sì ń jí ìyàlẹ́nu àti ìyanu.
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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