The creation of this bespoke, premium whisky was to effectively challenge ourselves to work with this Cherry Wood Veneer label stock and weave the brand story around it. We are always looking for new and interesting ways to create a point-of-difference. Consumers love texture and anything they can feel and run their hands over.

Studio Guild’s goal was to create a modern whisky brand, not only to show how this stock could be used in a non-traditional way, but to engage both the mature whisky drinker and an emerging younger generation wanting to experiment within the category.

Studio Guild came up with the brand name ‘Morello’, a cherry variety. Throughout the label we have woven the brand story around the theme – aged in Cherry Wood casks, taste profile of Cinnamon, Chocolate and Cherry.

To create some playful engagement with the consumer, the brand name is also hidden amongst the tall tree trunks inviting the consumer to discover. The black print on the wood veneer stock creates a sophisticated look, highlighted with minimal and elegant gold foil leaves. Smaller overlayed labels have been added to create layering to the brand with the neck label connecting to the overall brand story – “Can you see the wood for the trees?”. The sophisticated premium bottle completes this modern alternative for the whisky consumer who wants more. We dare you not to pick it up.

‘Morello’ is part of the ‘Find my Flavour’ series Studio Guild created for a leading printable materials distributor, Ball & Doggett. The outcome needed to inspire and engage agencies, studios, creatives and brand owners working within the drinks industry about the capability of the label facestock. In such an over-crowded market, we embraced the opportunity to think outside the box, educating brand owners on the positive impact this can have on consumer engagement – be brave or stand still!