The Design Challenge:

Three Ships 100% South African Whisky recently reintroduced their Bourbon Cask offering to meet popular demand. The variant needed to be reinterpreted in line with the current expression of the masterbrand, positioned as “matured under the African sun.” Returning in a new green bottle to reflect its premiumness, Bourbon Cask required a bold look and feel to match.

Design Inspiration:

With the African sun as a central concept, our design studio wanted to reflect the bold, multi-coloured, sunny side of South Africa. Capturing the passion, innovation and tenacity of South Africa’s foremost whisky crafting team.

Design Solution:

A golden orb captures the sun concept in the centre of the label. Surrounded by contrasting colours inspired by sunshine and coastlines: burnt orange and deep teal that stand out on the green glass. Traditional Ndebele patterning inspired a stylised cartouche-type approach to the background. The overall impression is a premium distinctive Afro-centric design.

The Results:

Three Ships Bourbon Cask disrupts traditional whisky category cues and is attracting global attention as a unique offering from under the African Sun.

“Three Ships Whisky is boldly matured under the South African sun, inspiring globally award-winning whisky. Proudly South African, the whisky is crafted by a dedicated team at The James Sedgwick Distillery, with passion, innovation, and tenacity.

This bourbon cask whisky is crafted from the finest South African grain and malt whiskies. Distilled in both copper pot and column stills, the whisky is matured in a combination of older and younger ex-Bourbon American oak casks for a minimum of three years. The warm South African climate accelerates maturation, resulting in an exceptionally smooth whisky.”