The Drum Awards for Marketing - Extended Deadline

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Date: Jun 2019
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The single malt Scotch brand has partnered with British print artist Andy Lovell to create a series of prints that illustrate human stories of endeavour, craft and unexpected twists The pieces will feature on the packaging of three whiskies in the new Balvenie Stories range as well as in an accompanying book, Pursuit – The Balvenie Stories Collection; a series of fiction and non-fiction tales by acclaimed writers from around the world. As part of the innovative bottle design, drinkers will be able to use an NFC-enabled tag to listen to the tales behind each of the new whiskies as told by the craftspeople themselves at locations key to each story

The bespoke illustrations will also feature in a new book, Pursuit – The Balvenie Stories Collection, set to be published in autumn 2019 to mark the launch of The Balvenie Stories range. In partnership with renowned independent publisher, Canongate, the book contains a series of fiction and non-fiction short stories from acclaimed writers from around the world. The images are designed to tell the unique story of the liquid crafted at the distillery on the front and back cover in a bold, telegraphic and dramatic form, designed to draw readers in.

To inform his work, Andy spent time at The Balvenie distillery in Speyside, getting to know the craftspeople behind each tale, while photographing and sketching places significant to the narrative of each story. Andy then returned to his studio and used this source material to create the images, using bold, gestural marks to capture the evocative atmosphere of the distillery and its surroundings. The texture and tactility of Andy’s work emphasises the importance of the human hand in the production of The Balvenie whiskies.

Credits

Brand: The Balvenie

Artist: Andy Lovell