Royal Salute undergoes Diamond makeover from Coley Porter Bell in honour of 60th anniversary of the Queen’s coronation

Royal Salute Diamond Tribute retails at US$270 in Travel Retail

Royal Salute has been given a diamond makeover for the 60th anniversary of the Queen’s coronation courtesy of Coley Porter Bell.

Coley Porter Bell was tasked with developing a permanent expression in the Royal Salute range to commemorate the 60th anniversary of Her Majesty Queen Elizabeth II’s coronation and her reign as monarch.

The bottle and secondary packaging design reference the origins of the brand as the first bottles of Royal Salute were produced in June 1953 at the time of the coronation. Since then they have been available in three different glazes to detonate the rubies, sapphires and emeralds of the imperial state crown.

“We were trying to provide Diamond Tribute with a distinctive identity but ensure it sits within the context of the Royal Salute brand. This was about creating a timeless expression. So rather than using the overt decorative design cues of the traditional luxury sector we opted for a more restrained and contemporary approach,” commented Coley Porter Bell creative director Richard Clayton.

The Royal Salute Diamond Tribute, which rolls out worldwide from July, is made of high-grade porcelain, manufactured by ceramics experts Wade, covered in high-gloss azure glaze to create a richer, more lustrous surface. A description of the whisky is printed in gold directly onto the neck of the bottle, supported by the symbol of the cross keys further reinforcing the preciousness of the aged whisky stocks used in the blend.

A metal badge mounted on the front of the moulded bottle carries the branding with a secondary paper label containing the batch number and signature of Royal Salute’s master blender Colin Scott also appearing as part of the design. A faceted crystal crowns the bottle in tribute to the Diamond Jubilee atop the stopper. The two-door opening of the secondary packaging is designed to be reminiscent of the vault doors at the distillery with the radiating lines that decorate the box symbolic of the light refractions of a diamond.

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