Glenmorangie A Midwinter Night’s Dram is a single malt whisky created exclusively for the UK market. Crafted by Dr Bill Lumsden, Glenmorangie’s director of distilling, whisky creation and whisky stocks, the new whisky was inspired by the tradition where the craftsmen at the distillery were treated with a special Glenmorangie in the festive season as a thank you.
Scottish winters were the inspiration behind the packaging designed by Butterfly Cannon – while it may be chilly outside, it is also a season marked by the warmth and conviviality of celebrating with friends and family. To reflect this, the front and back of the pack are executed in pure white to reflect the ice and snow outside, while the sides are picked out in Glenmorangie’s trademark ‘orangey’ tones to evoke the comforting glow of a cosy fireside and the inviting warmth of the liquid contained within.
Subtle crafted details carry this celebration of winter throughout the pack - hand drawn illustrations of ice crystals are picked out in both spot varnish and a vibrant orange foil, taking inspiration from how the winter sun reflects and refracts off the first frosts of winter. In addition, iridescent high build varnish is used to create an icy tactile effect that gives a premium, luxurious feel.
Jon Davies, creative director of ButterflyCannon says: “The challenge for Glenmorangie A Midwinter Night’s Dram lay in creating a piece of packaging that did not simply conform to a stereotypical representation of the festive season that so many brands settle for. So we used a clean, modern aesthetic complemented by traditional premium finishes executed in unexpected ways, to create a design that balances the contemporary with the traditional, whilst celebrating the wonder of the festive season.”
Mike Atkinson, global marketing manager at Glenmorangie adds: “ButterflyCannon has succeeded in creating a pack that looks to the future by evoking the tradition and heritage of the festive season in a contemporary and premium way.”
9 November 2015 - Felicity Murray The Drinks Report, editor
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