New presentation box for Grant's 25YO whisky

Brand design agency Webb deVlam has created a new gift box for William Grant & Sons 25 year old ultra premium blended Scotch whisky. Grant's 25YO was first launched in travel retail in October 2009 in a cobalt blue presentation box adorned with gold engraved metalwork.

The brief for this new box was to hero the existing bottle by elevating the premiumness and modernity of the whisky’s secondary packaging, in a way fitting for Grant’s most aged and precious whisky.

The 25YO whisky celebrates over 110 years and five generations of the Grant’s family and their collective contribution to creating the finest Scotch whisky. Throughout the design, Webb deVlam balanced the generations’ story with modernity to create something that feels authentic but relevant to the target consumer.

The stylish gift box is made from oak with a deep colour designed to feel synonymous with the quality of whisky inside. The box is decorated with five concentric golden rings eemanating out from the brand badge and running along the front which conjure thoughts of the annual rings found within the cross section of a tree: a ring for every year of the tree’s life and in this case, the five generations of the Grant's family. Mounted proudly on the front is the Grant’s family tree medallion, which echoes the bottle’s stopper and reinforces the family message in a contemporary way.

As the gift box is opened, the bottle is presented in a leather-look lining.

John-Paul Hunter, creative director, Webb deVlam London comments: “Our design of the Grant’s 25 year old gift box is a superb example of story telling through design. It’s a fine balance of heritage and modernity delivered simply using five annual rings to symbolise the five generations of the Grant's family with their signatures and dates through the years.”

The Grant’s 25 year old gift box will be launched in travel retail shops.

16 February 2015 - Felicity Murray The Drinks Report, editor