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Douglas Laing’s Timorous Beastie – ‘Meet the Beast’ Whisky

Douglas Laing’s Timorous Beastie – ‘Meet the Beast’ Whisky

Douglas Laing’s Timorous Beastie is a marriage of only Highland Single Cask Single Malts, including those distilled at Strathearn, Glengoyne, Glen Garioch, Dalmore and Blair Athol distilleries. Each year the brand launches a ‘Meet The Beast’ edition which is bottled at Natural Cask Strength, “unleashing the true bold spirit that lies within”. This exceptional 2023 release encapsulates the essence of innovation, craftsmanship, and a truly immersive tasting experience. The most remarkable feature of this edition is the unique ‘illusion’ pack, an ingenious addition that elevates the encounter with this elusive beast to unprecedented heights.

The brief was to elevate the Timorous Beastie Meet The Beast bottling in a unique way, ultimately to bring consumers an experience for them to enjoy as they sip the mighty Highland Malt. Innovation is at the core of the business, so the brief challenged Douglas Laing’s Head of Creative to create something that helped the bottling stand out on shelf whilst bringing the core elements of the Timorous Beastie brand to life.

The design of the Timorous Beastie Meet the Beast Limited Edition 2023 bottle is a harmonious fusion of tradition and modernity. The intricate label, enhanced with silver foiling, features a captivating illustration of the Timorous Beastie mouse, intertwined with a lurking beast ready to pounce… providing a tantalising glimpse into the mysterious world of the Timorous Beastie brand. The bottle is encased in a sleek black tube with a larger version of the ‘illusion,’ emphasising the premium quality of the whisky within.

In the spirits world, what sets this limited edition apart is the inclusion of the rare ‘Illusion’ pack. Upon opening the tube, whisky enthusiasts are greeted with a specially designed pair of glasses, carefully created to bring this bottle to life and enhance the overall tasting experience. These glasses are the key to unlocking the hidden secrets of this Timorous Beastie Meet the Beast Limited Edition 2023.

The ‘Illusion’ pack transcends the boundaries of conventional whisky tasting, inviting consumers to confront the elusive beast in a multisensory adventure. The Illusion pack is a testament to Douglas Laing’s unwavering commitment to innovation and craftsmanship. Meticulously designed, it seamlessly integrates with the overall aesthetic of the packaging while adding an exhilarating dimension to the whisky-drinking ritual.

Claire Coetzee, Head of Creative commented: “As the designer behind Timorous Beastie Meet the Beast Limited Edition 2023, I aimed to create more than a whisky – I wanted to create an immersive journey. The ‘illusion’ pack is a gateway to the unexpected, a fusion of tradition and innovation that invites enthusiasts to not just taste but experience the essence of Timorous Beastie. It’s a harmonious dance of design and craftsmanship, pushing the boundaries of whisky aesthetics and elevating the ritual of sipping into a multisensory adventure.”

The success of the packaging was confirmed when all stock produced was presold within 5 days of communications being issued to global partners followed by numerous requests for additional stock. The eye-catching pack also led to specialist retailers around the world requesting the artwork to be enlarged so they could create their own Meet The Beast window display.

Timorous Beastie Meet the Beast Limited Edition 2023, with its groundbreaking illusion pack, is a triumph in design and packaging. It pushes the boundaries of what is expected from a whisky release, offering enthusiasts a transformative tasting experience. This this edition embodies the spirit of innovation, artistry, and the thrill of the unexpected.

CREDIT

  • Agency/Creative: Douglas Laing & Co.
  • Article Title: Douglas Laing’s Timorous Beastie – ‘Meet the Beast’ Whisky
  • Organisation/Entity: In-House
  • Project Type: Packaging
  • Project Status: Published
  • Agency/Creative Country: United Kingdom
  • Agency/Creative City: Glasgow
  • Market Region: Global
  • Project Deliverables: Packaging Design
  • Format: Bottle
  • Industry: Food/Beverage
  • Keywords: WBDS In-House Design Awards 2023/24

  • Credits:
    Head of Creative at Douglas Laing & Co.: Claire Coetzee
    Commercial and Marketing Team: Douglas Laing & Co.
    Tube: Compack, Maclaren Packaging
    Labels: CCL Label
    Photographer: Daniel McAvoy
    Glasses: Everything Branded

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