Whisky maker The Antiquary freshens up bottle and label design to attract younger consumers
Tomatin Distillery-owned whisky brand The Antiquary has redesigned its bottle and labelling in a bid to attract a younger generation of consumers to the 150 year old brand.
Working with Pocket Rocket Creative, The Antiquary developed a look it felt maintained the history and provenance of the brand but also breathed new life into the brand.
The new label follows the geometric shape of the front face of the bottle and contains more detailing and calligraphy to premiumise the design. Cleaner typography for the brand name was also introduced to bring it up-to-date.
The company decided to keep its well-known diamond cut bottle, but make it taller and sleeker. New labels and secondary packaging, which were trialled in Chile in 2014, highlight the unique shape of the bottle which, aside from the high content of malt whiskies inside, has historically been one of the brand’s largest selling points.
Jennifer Masson, marketing manager at Tomatin Distillery explained that The Antiquary brand is known as the drink that people's grandfathers used to drink, a perception the company is now hoping to change.
"The new packaging will attract a wider, and younger, demographic without distancing our existing customers. The Antiquary is a cut above other blends in the market; with 45% malt content all three expressions are smooth and easy drinking.”