Brief 12 // 21st Whisky // Existing Brands

There is an endless list of existing whisky brands that are already out there. The most popular and commercial brands we see are those that are stocked within retailers and supermarkets. There are of course other brands which are more independent and stocked in smaller unknown shops. Both these styles of whisky are great to look at and get an idea of the style and aesthetic that they use within the branding.

With some exceptions the majority of the whisky brands that are out in the market are designed with a very traditional sense and style to them. This does work for the product as they have been a company and brand for 100's of years. But I do feel that these are becoming more outdated within the current climate. 

We have seen updates in brands of other spirit based products such as vodka, gin and rum, this makes the whisky products seem a little old and tired, which gives an aim for the audience at a much higher target than what it could be. 

Whisky has been used in many new drink recipes and one which are far from the the traditional way of drinking them straight, this is targeting it for a much younger audience, but the brands are not reflecting that are engaging the younger audience because of the way they are designed. 

For myself creating a new 21st century whisky brand, I would aim to keep away from a traditional design style and focus on a different element which could be much more engaging.