Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky just launched its new limited edition pack for 2020 their iconic 12 year old expression. Embracing change since 1887 is the genesis of the pack design. The idea emanates from the realization of change, which is imperative to welcoming the unknown, risk taking and addressing the constant need to forge ahead. The limited-edition pack will be available pan-India from November 2020.
The aesthetics and elements of the packaging manifest a layered journey experienced through phases of transition over the years. The physical outlook of the limited release embodies the brand’s irrepressible spirit, ingenuity, courage and tenacity in the face of change. The pack design showcases the indomitable stag coming out stronger through transitioning times backed by a layered pattern, and contour lines which emphasize on the underlying message of change being the only constant.
While the iconic stag portrays the strength of change across generations along with the journey of evolution, the layered pattern highlights the pace of change which is gradual, inevitable and perpetual. The contour lines on the packaging illustrate the necessity of embracing risk and uncertainty for meaningful growth.
I think this new sleeker and edgier Glenfiddich 12 will stand out on shelves, be it in the bar of the liquor stores.