Beam Suntory invites you to follow the rabbit into wonderful world of Bowmore
The Islay single malt scotch whisky is celebrating the Lunar New Year and the Year of the Rabbit with special edition packaging that blends east and west.
Bowmore get the jump on the Year of the Rabbit with a blend of east and west
Leo Burnett Singapore and Beam Suntory have bounded into the Lunar New Year with colorful special edition packaging to mark the Year of the Rabbit.
Fusing depictions of the Bowmore distillery on the Isle of Islay with traditional Chinese elements, the globe-spanning illustration is the creation of Singaporean illustrator Erika Tay.
Inspired by the sea, barley, casks and peat smoke, the flowing visuals explode from a figurative keyhole, inviting Asian audiences to delve behind the history of the famed scotch whisky brand.
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In a nod to the animalistic associations of 2023, a stylized Water Rabbit takes pride of place on the 2023 packaging, reserved for the Canadian Core 12-year-old bottle, the Chinese 12-year-old Sherry bottle and an 18-year-old bottle for travel retail only.
Sharim Gubbels, Leo Burnett Singapore’s executive creative director, commented: “As a Scottish brand that’s lesser known in Asia, this packaging concept allows for the Asia region to gain familiarity of Bowmore with the Water Rabbit as a guide. We drew inspiration from Lewis Carroll’s Alice in Wonderland, where following the White Rabbit leads you through a portal to discover an extraordinary, new world. In a similar manner, we’ve used the keyhole from the iconic Bowmore vault padlock as the gateway into the rich and mesmerizing universe of Bowmore.”
Credits
Executive creative director: Sharim Gubbels
Senior art director: Janath Gamage
Copywriter: Kriffith Fernando
Head of art: Agnes Lee
Group account director: Adela Andrei
Senior account manager: Syazwani Soenar
Head of planning: Arielle Brustein
Head of print production: Jackie Lim
Print producer: Lawrence Ling
Print manager: Joice Lee
Senior retoucher: Ricky Haryadi
Illustrator: Erika Tay
3D artist: Thomas Quak
Project manager: Callista Koh
Operations director: Laura Lim