LOWER EAST SIDE
Create a Blended Malt Scotch Whisky brand for the Borders Distillery Company, located in the south east corner of Scotland.
Product concept, brand strategy, name, brand identity, packaging design, brand story, photography, advertising and brand guidelines.
Lower East Side is a significant innovation in Scotch Whisky: a brand built around a drinks strategy of whisky cocktails and, more specifically, the Manhattan. The interplay between Scotland and Manhattan is at the heart of the label’s graphics. A bold, copper-coloured map of Scotland across the left side of the label is overlaid with the tartan-like criss-cross pattern of the streets of Lower East Side Manhattan. A sophisticated combination of embossing and colour tinting allows these two maps – one urban, the other national – to become woven together.