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Threebrand designs Ghosted Reserves packaging

William Grant & Sons commissioned Threebrand, an international creative design agency based in Edinburgh, to design the packaging for its new Ghosted Reserves range, part of its Rare Cask Reserves programme. The ‘ghosted vattings’ offer consumers the opportunity to access some of the rarest Scotch whisky stocks from distilleries no longer in operation. 

Threebrand’s remit was to design a premium and tactile labels and secondary packaging that would complement the unique story of the Ghosted Reserves.

Malcolm Thomson, associate creative director at Threebrand, explains the design choice: “A palette of grey tones was selected to reflect the ghostly nature of the vattings, drawing on themes of opacity. The typography used was clean and reminiscent of the era in which the distilleries, from where the whisky was sourced, were operating. The secondary packaging provided a tactile casing for the bottle, with a ribbon pull that gave way to a deep-set drawer and hand-applied labels.”

The first Ghosted Reserves release, a 26 year old, 42% abv, is a vatting of malt whisky from Ladyburn, a distillery on the site of Girvan that closed in 1975 and Inverleven, which closed in 1991. Just 1,400 bottles will be released in global markets at a RRP of £300 for a 700ml bottle.

Deirdre Clarke-Glennon, global marketing manager at William Grant & Sons, comments: “We are delighted with the final Ghosted Reserves design. We feel the design is so impressive that we want to draw on its look and feel for the rest of the Reserves collection.”

16 February 2015 - Felicity Murray The Drinks Report, editor