Old Parr

Branding and Redesign for Diageo

forceMAJEURE was asked to create the brand world for the redesign of Old Parr, the whisky born in Scotland that has conquered the warm heart of Latin America where it is a synonym of unpretentious status. The team first set out to create a brand vision for Old Parr that would become the visual representation of brand values, elements, and personality that could be translated into any medium space. This became the touchstone for how the brand would develop, as the team moved from packaging to communication, activation, events, and experiences.

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Old Parr by Laurent Hainaut

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Branding and Redesign by Laurent Hainaut

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Laurent Hainaut Old Parr

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Laurent Hainaut Branding and Redesign

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DiageoBrand Logo

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Old Parr Branding and Redesign Press Releases

Press releases for Old Parr are now accessible in these languages: English.

Old Parr Branding and Redesign Media Articles

Explore our ready-to-use articles on Old Parr, available in multiple languages: French, Portuguese, Dutch, Italian, German, Turkish, Chinese (Mandarin), Hindi, Japanese, Russian, Arabic (Standard), Indonesian, Korean, Spanish and English, for your feature stories.

Unique Properties

forceMAJEURE was tasked to restage the brand, and to redesign the complete range, bringing consistency, elevating and modernizing the look and feel of the pack, and completely redesigning Old Parr 18.The brand world became 2D representation of brand values, elements and personality that can be translated into any medium or 3D space. This became the touchstone for how the brand would develop as the team moved from packaging to advertising, to events and experiences.

Tags

#rebrand, #productdesign, #packagedesign, #luxury, #whisky, #brownspirits, #oldparr #latinamerica

Production Technology

For the Old Parr redesign, forceMAJEURE printed the labels on metallic substrate with white and 6 colors, 2 varnishes and one embossing plate. The boxes are printed on metallic substrate as well. The challenge here was to reproduce the bottle label on the facing and apply a sculpted emboss plate over all the box to reproduce the emblematic Old Parr crackle that the bottle is famous for.

Design Challenge

The redesign of the Old Parr packaging required special attention. Foremost, the brand needed to be “refreshed,” but still maintain its quirkiness and character. Old Parr’s crackled bottle and iconic tilt are recognized worldwide, and great care was given to retain and enhance the bottle’s tactility. We researched techniques and crackled pattern designs, and worked closely with the glassmaker to achieve the organic crackled pattern, elegant in its own right when viewed up close. It was important to honor the rich history of the brand and Thomas Parr, the man, while infusing modernity into the design. The Old English typeface and age statement link the brand’s past, but modern printing techniques enhance the label’s depth, character, and tactility. The Portrait of Thomas Parr appears on the front of the bottle with a clever design and printing technique that enables him to appear and disappear when viewing the bottle from different angles.

Operation Flow

Old Parr’s crackled bottle and iconic tilt are an important part of the brand's personality. In the bottle design, great care was given to retain and enhance the bottle’s tactility, and its feel in the hand when pouring. The bottles tilt reminds us to always see life from a different perspective and embrace all it has to offer.

Inspiration

Born in Scotland, Old Parr has conquered the warm heart of Latin America where it is a synonym of unpretentious status. Its crackled bottle and iconic tilt are recognized worldwide. Great care was given to retain and enhance the bottle’s tactility. forceMAJEURE Design worked closely with the glassmaker to achieve the organic crackled pattern, elegant on its own when viewed up close. The Olde English typeface and age statement link the brand’s past, but modern printing techniques enhance the label’s depth, character, and tactility. Thomas Parr appears on the front of the bottle with a clever design/printing technique.

Image Credits

Photo Image 1: Taka Igarashi for forceMAJEURE Photo Studio Photo Image 2: Taka Igarashi for forceMAJEURE Photo Studio Photo Image 3: Taka Igarashi for forceMAJEURE Photo Studio Photo Image 4: Taka Igarashi for forceMAJEURE Photo Studio Photo Image 5: Taka Igarashi for forceMAJEURE Photo Studio

Project Overview

Old Parr Branding and Redesign has been a Silver winner in the Packaging Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Laurent Hainaut was recognized with the coveted Silver A' Design Award in 2020, a testament to excellence of their work Old Parr Branding and Redesign.

Laurent Hainaut Press Releases

Attention press members and journalists: We offer a collection of press releases on Laurent Hainaut and their notable work, available for your unrestricted use. Journalists can access 8 press releases immediately, ready for your use.

forceMAJEURE Redesigns Old Parr Whisky, Winning Silver A' Design Award

forceMAJEURE's redesign of Old Parr whisky, born in Scotland and beloved in Latin America, wins Silver A' Design Award

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