background
Woodford Reserve bourbon is regarded as a complex and layered whiskey by connoisseurs. It paved the way for others to introduce complex bourbons. One could say Woodford led the quiet transformation of the bourbon image from a straight one-dimensional spirit to one with a diverse flavor profile.
Woodford Reserve is pitched as a ‘spectacle for the senses’, with a flavor profile of more than 200 notes. After creating a pack that let the whiskey shine last year ICD collaborated with Brown Forman for the second time. This year’s view was to tell the flavor story in a more literal sense.
design
We created a dense forest of flavors, one to luxuriate in. Group names like woods, berries, beans annotate illustrations of the flavors in text whispers along the vine. The design took inspiration from intricate Persian carpet designs and other unname-able influences we see in Indian gift packaging styles and motifs.
impact
The result is a very un-whiskey image but one that performs on two counts. First, it furthers Woodford Reserve’s implicit mission to transform Bourbon from the familiar, woody profile to a more complex profile. Second, it packages the whiskey in a giftable, festive style for India.
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a forest of flavors for Woodford Reserve bourbon
Woodford Reserve is among America’s finest bourbons. A premium whiskey in global AlcoBev leader Brown Forman’s stable. It is a complex and layered whiskey but lacks awareness in the Indian whiskey drinker’s mind. ICD collaborated with them to design a special pack for the Indian festive season when whiskey buying and gifting peaks.
dense foliage with a central clearing as the bottle’s seat
A small selection from Woodford’s 200 flavor notes are used to illustrate a thick cover of flavors—vanilla, cacao, pepper, acorns, honey, flowers, citruses. Flavor categories are whispered in text along the vines.
an un-whiskey image of flavors and gifting
The result is a very un-whiskey image but one that performs on two counts. First, it furthers Woodford Reserve’s implicit mission to transform bourbon from the familiar, woody profile to a more complex one. Second, it packages the whiskey in a giftable, festive style for India.
sharepartner in charge itu chaudhuri | design concept nimisha singhal | design development nimisha singhal | production supervision ashok dey | alternative concept ashok dey | photography raghav wadhwa, vivekanandan | project duration 3 months
