Dark, Modern and minimal – these were the first words on the brief.

We were commissioned to design a new brand and bottle decoration system for a new independent bottler of rare, high value Single Malt Scotch Whisky. This brand and it’s bottle are aimed at a new generation of Scotch Whisky buyers, a younger audience who are seeking a new and unexplored whisky experiences. The brand and the bottle had to offer a different approach to whisky labeling and storytelling – a mark of difference in crowded and vibrant market.

The Halcyon Spirit bottle and brand is directly inspired by the owners family history within the Scottish fishing industry. The Milne Brothers wanted clear, tangible links to their families seafaring heritage. Named after their Grandfather’s fishing boat “The Halcyon” which sailed out of Macduff Harbour on the Moray Coast of Scotland, the brand juxtaposes the rich storied history of Scotland’s fishing and whisky industries, while positioning visually for a modern yet discerning audience.

A brand monogram was crafted to carefully carry the story of the brand – in the shape of a traditional harbour-side mooring it’s maritime inspiration is bolstered by a custom porthole embellishment and a full wrap tactile high-build varnish reminiscent of the nets used by Scottish herring fishermen.

The label keeps pace with it’s high value releases, using a single finish of gold hot foil and selective emboss to add a subtle tactility to the died cotton stock. The label deliberately leans away from the traditional trappings of Scotch Whisky labeling, using a minimal and unorthodox approach to typography which sets the bottle apart from it’s peers. The label design needs to carry the names of many highly regarded distilleries and careful consideration of the size and placement of these well known names was essential, we worked with the Scotch Whisky Association to ensure these labels were compliant with stringent legal requirements.

Selling over £300,000 worth of stock in just over 24 hours after release. The bottle and brand were critical to the success of this inaugural release from the new independent bottler.