Demo

LOWER EAST SIDE


  • tgdc
  • tgdc

Task:
Create a Blended Malt Scotch Whisky brand for the Borders Distillery Company, located in the south east corner of Scotland.
Scope:
Product concept, brand strategy, name, brand identity, packaging design, brand story, photography, advertising and brand guidelines.

Solution:
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.

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