“Luxury Redefined”: James Cropper’s project presented at Avant-Garde 2024
Designed in partnership with Bruichladdich and Glasgow-based design agency Thirst, the coloured wrap for The Bruichladdich Eighteen and The Bruichladdich Thirty is the first of its kind in the whisky space.
The eco-friendly outer packaging is fully recyclable, completely plastic free and produced using 100% green energy, demonstrating that premium single malt Scotch whisky can be both sustainable and aesthetically beautiful. Light-weight, the outer packaging is made using 100% fresh fibre sourced from sustainably managed forests, certified to FSC® or PEFC® standards.
It is significantly lighter than previous packaging solutions without compromising strength or integrity while significantly reducing Bruichladdich’s CO2 impact.
Bespoke in colour and shape with unique emboss and deboss features, the design also includes a branded, oversized custom clasp feature and is perfectly moulded to the shape of the proprietary glass bottle. The wrap is the definition of conscious modern luxury.
James Cropper’s project has been selected by the jury for the Design category and will be exhibited in the Avant-Garde dedicated area at Packaging Première & PCD Milan 2024.
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