“Raise expectations.” Although John Barr was an award-winning Scotch whisky, it needed an update to the packaging to indicate the product’s high quality. Since it was recently improved, Cue was tasked with redesigning the spirit and giving it a new design in preparation for a re-launch. The approach has an emphasis on tradition, while still looking bold and different enough to stand apart from the competition. Its look is updated and modern enough to catch the attention of younger consumers, but the premium quality can be seen instantly with a sleek label and gold accents.
“Our proposition ‘Tradition Forward’ inspired a new design for John Barr Reserve (black) and Finest (red) Blends. With a Tradition Forward approach, we evolved the bottle silhouette and retained color references, but pushed the brand boldly forward, embodying a more forward-looking expression to stand apart on shelf.”
“In the 20th Century, John Barr was widely known in his homeland as a first class whisky man. Traveling the globe as an ambassador of his country’s signature spirit, John Barr is renowned for bringing a richer style of blended Scotch whisky to the world. His namesake whisky honors this legacy, raising expectations once again.”
