Truly timeless brands are rare—but truly timeless packaging is a virtual impossibility. “Buchanan’s had been a celebrated part of people’s lives for a long time, but one generation doesn’t want exactly what the previous generation did—and this is especially true with the younger generation today,” explained James Hernandez, global brand director for Buchanan’s at Diageo. By 2013, the iconic whisky brand had been sporting the same package design for more than 20 years. Not surprisingly, it had begun to feel a little dated when compared to other premium competitors.

“Some consumers would say, ‘it’s a great brand, but it’s not for me.’ Well, why is that? We kept digging and, of course, we discovered that there was some dust. It was starting to be seen as ‘my father’s whisky,’ ‘a little bit dated,’ ‘a little bit classic,’” explained Hernandez.

Before shot of Buchanan’s.