dewars brand packaging and visual identity 2002 - 2005
The Dewar’s challenge was to improve the heritage of the brand, create an iconic identity and improve the premium perception of the brand while creating a family range of products. The iconic highlander appeared on the packaging of Dewar's White Label but not on any of the other premium line extensions, all of which had a variety of individually produced information hierarchies, logos and colours.
A new structured label identity created a brand family presence. The highlander, an historical iconic symbol to be placed at the heart of the brand and a developed identity that allowed product differentiation through colour with brand recognition through a consistent iconography.
The new packaging featured a consistent label structure at the base, allowing flexibility for premium across the range with bottle shape and core brand expressions to support positioning with an identity based on the core brand colours, iconic brand photography with the highlander placed at the heart of each brand. A set of identity tools was created to support the new packaging and new brand positioning.
