Specialist drinks design agency Co-Partnership has launched Priceless, a new take on modern luxury. In a culture obsessed with price, Priceless asks questions. What defines luxury? Can value exist without a price? What’s the cost of craft? What’s a fair price for desire?

Built for one-of-a-kind whiskeys, created with master blenders from around the world, bottled purely for pleasure. For the identity and packaging design, every choice, from the deceptive simplicity to the unapologetic confidence, reframes what we call value.

The debut, Priceless Pursuit: No.1 Kentucky Bourbon, is conceived as a luxury reimagining of a PET soda bottle. A transformation of the most disposable form into custom glass; a simple change in material quality powering a shift in perception. Its label is a convenience store price tag, its provenance marked by a use-by stamp, and its fluorescent orange crate built from recyclable polypropylene. Every curve, closure, and crease designed with prestige precision, but stripped of ornamentation. The disposable made collectible.

“Priceless is an experiment in restraint, proving that quality materials, craft, and a simple idea can generate meaning and desire. We wanted to create something you haven’t seen before, work that makes you feel something, whether that’s attraction or discomfort.” says Zoe Green, Co-Founder and Creative Director. Priceless represents an exploration of the cultural codes of luxury and craft with modern relevance.

The design taps into the cultural zeitgeist. In a highly commercialised world where everything has a price tag, attention might be the last true currency. “You can spend your money anywhere, but Priceless asks you to spend your attention,” says Jase Whalley, Strategy Director.

This brand started as a conversation and became a collaboration in craft. Glass engineered by Estal to mimic what was never meant to be luxury. Closure by Les Bouchages Delage, forged in gold to seal the contradiction. Printed by MCC Adelaide on Avery Dennison’s silver foil embossed substrate, finished with KURZ foils, because even irony deserves detail. Crate by MaCher, leaders in sustainable packaging. Each partner part of a shared experiment in re-imagining value. First seen at Make A Mark, the global initiative championing creativity, sustainability, and material innovation.