Double Barrel is a marriage of two very different Single Malts, skilfully selected and carefully combined to create a beautiful balance of very different flavours. Every sip brings a thrilling combination of polar opposites; sweetness and smoke, honey and heat, citrus and spice.
It couldn’t come from anywhere but Scotland, a land of incredible contrasts, stunning scenery and wild weather, tranquil beauty and elemental power, ancient wisdom and new knowledge.
Double Barrel embraces that duality. It combines two sensational Single Malts from two distinctly different distilleries to deliver an extraordinary experience; intriguing and intense, precise and powerful, exciting and unique.
Alone they’re outstanding. Together they’re extraordinary.
Such a unique Whisky deserves a pack which helps it stand out from the crowd.
Scotch whisky firm Douglas Laing & Co chose to invest in the Double Barrel refresh following continued year on year growth since 2013 alongside recognising real opportunities in the brand.
Claire Coetzee was asked to create a brand new look and feel for Double Barrel which would be impactful, intriguing, high quality and something whisky enthusiasts would position prominently within their whisky collection at home. It was key that the bottles had on-shelf presence, be eye-catching whilst remaining mindful of the consumer. Not only were the bottles to work together as a set, it was imperative that they still remained unique in their own right.
The rebrand features two core bottlings each using heavy-weight square bottles and incased in a premium gift carton with intricate, hand-drawn illustrations bringing to life Scotland’s whisky regions. The Islay & Highland illustration depicts an Islay mermaid holding a single Highland thistle while the Speyside & Lowland packaging reveals a griffin – a symbol of power in Scottish mythology – entrusted with guarding the sleeping casks as the spirit matures over time.
Cara Laing, Marketing Director at Douglas Laing said: ‘Our investment in this brand refresh allows us to take Double Barrel to the next level – it has provided a real step-change for the brand. This engaging, premium new-look, has intrigued and excited Whisky enthusiasts around the world. It was a tricky brief with a number of specifics and complexities due to the nature of the product and indeed Scotch Whisky legislation but Claire’s response to the brief blew us away. We moved straight from visuals to final artwork reflecting our absolute delight with what Claire proposed. The proof is in the pudding and our distributor partners around the world were massively excited by the new-look – so much so we sold through our initial bottlings within 24 hours of release resulting in an emergency top-up production run being required – something we have never seen in our 73 years in the Whisky industry.’
- Agency/Creative: Two Seas Creative
- Article Title: Douglas Laing’s Double Barrel Whisky
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Glasgow
- Market Region: Global
- Project Deliverables: Packaging Design
- Format: Bottle, Box
- Substrate: Glass Bottle, Pulp Carton
- Industry: Food/Beverage
- Keywords: WBDS Awards, Creative
Marketing Director: Cara Laing
Product Photography: Joe Connolly