Design Bridge and Partners launches a new identity and packaging redesign for Laphroaig®, celebrating the iconic Islay distillery’s heritage

WPP Global design agency, Design Bridge and Partners’ London Studio, and the renowned Islay Single Malt Scotch Whisky Laphroaig® have launched an evolved identity and a new sustainable design for the Laphroaig® iconic packaging, created to reduce the carbon footprint of each bottle. The new packaging reduces the brand’s carbon emissions by 30% and supports Beam Suntory’s Proof Positive sustainability strategy and long-term commitments to achieve net zero carbon emissions across its value chain by 2040.

The new packaging design retains the recognisable green bottle with distinctive black and white label, and the royal warrant marque, but replaces the plastic bar top with a beech wood alternative, as well as switching out the secondary packaging tube for a more recycling-friendly carton. The new design results in a reduction of 1,184.74 tons of greenhouse gases per year.

The new packaging created an opportunity for a visual rebrand inspired by the brand’s archive, resulting in an evolved word marque in hand-crafted typography from original Laphroaig bottlings from the early 20th century. The “est.1815” blind embossed roundel and the original distillery address on the pack are a nod to the brand’s long-standing heritage, designed to elevate its provenance.

Pack messaging was crafted to reflect the straight-talking yet warm personality of the brand, from the phonetic detail of ‘Pronounced La-froyg’ running under the wordmark to the green pen element on the back of the pack capturing the character of each expression. Finishes including the uncoated stock, embossed Laphroaig marque on the side of the outer packaging, and rustic texture within the band at the base, all reflect the rugged texture of the concrete pillars of the malt rooms, bringing to life Laphroaig’s spiritual home through design.

For more information on Design Bridge’s design, visit their website or follow them on Instagram.

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