CONCEPT
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 2 - 21ST CENTURY SCOTCH WHISKY
Redolence is a brand of Scotch whisky that is modern and made to appeal to women as well as men. The concept behind it was to focus on the different aromas and flavours in whisky - this is something I feel that people don’t know or think about whisky, which will appeal to women. I do not want to make the brand overly feminine, as that is part of the appeal of whisky to women. I came up with the name ‘Redolence’. This means aromatic or a pungent, pleasant smell.
I wanted to reflect this idea of scent through a typographic logo. The ‘E’s have been replaced with three wavy lines. The idea behind these lines is that they are often used to represent smells, so I thought that I would play on that. The logo has a sophisticated modern feel. The colours used are meant to represent whisky and the different colour variations allude to the different aromas/flavours.
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WHISKY BOX
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 2 - 21ST CENTURY SCOTCH WHISKY
The shape of the whisky box has been based on the wavy shapes that make up the ‘E’s in the logo. These curves in the box give a more feminine feel to it, as well as tying it back to the brand identity. The decision to go with the orange-y/red-y colours is to represent the whisky contained within. I also feel that these colours will appeal to women, without being overly feminine and putting any men off drinking it too. The colour of
the box reflects the flavour/aroma is it. There are four key aromas/flavours in whisky - these are reflected through the four different packaging colours. The lightest one is the whisky with the lightest aroma/flavour, ranging through to the strongest whisky, which is packaged in the darkest coloured box. The text on the back explains a bit about the brand and the particular flavours and aromas in that particular whisky.
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WHISKY BOTTLE
MAYA SRIVASTAVA
The tall thin bottle fits into the wavy box well. I also feel that this is a more feminine shape than the much chunkier bottles that most whiskies come in. The style of this bottle is a bit like a perfume bottle, which links back to the idea of aromas that the brand is based on.
OUGD 303 - FINAL MAJOR PROJECT BRIEF 2 - 21ST CENTURY SCOTCH WHISKY
One side of the bottle simply has the brand name on it. The logo is in white so that it provides a sufficient contrast
against the whisky contained in the bottle. This also links back to the box packaging as that too is meant to be whisky coloured with white text on it. On the reverse of the bottle, the wavy label stickers make up the ‘E’ from the logo. This simply contains the information as to which Redolence whisky it is, the bottle size and the alcohol content.
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WHISKY COCKTAIL BOOKLET
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 2 - 21ST CENTURY SCOTCH WHISKY
From my research I found that some of the drinks that most appeal to women are cocktails. Therefore, I decided that a good way of getting women to drink Redolence would be to promote it as a whisky that could be used in cocktails. To do this I created a cocktail booklet that would be included in the box along with the whisky. The colour of the booklet cover uses a gradient so that it is not specific to any of the whisky aromas in particular.
The booklet contains some information about the Redolence brand, as well as ingredients lists and directions on how to make a variety of whisky cocktails.
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WHISKY COCKTAIL APP
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 2 - 21ST CENTURY SCOTCH WHISKY
As the majority of people seem to have a smart phone these days, I designed a whisky cocktail app. This means that it is more accessible than the booklet as you will always have it to hand. The colours used on the app are the same as those used throughout the brand identity.
The app has been designed to be as user-friendly as possible. There are four key elements to the app - finding out about Redolence whisky and the app, searching whisky cocktails by ingredients, searching by tall or short cocktail and a section where you can review any of the cocktails you mark as a favourite. When viewing a particular cocktail, you can see the list of ingredients needed, as well as getting step-by-step directions on how to make the cocktail. 5/6
AROMA TESTING STICKS AND SHAPE OF REDOLENCE WHISKY GLASSES Other supporting elements to the brand include aroma testing sticks and custom Redolence whisky glasses.
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 2 - 21ST CENTURY SCOTCH WHISKY
The aroma testing sticks would be available at the point of sale of the whisky, allowing customers to test the aromas (and therefore, get a better idea of the flavours) of the four key Redolence whiskies.
Almost all whisky brands have their customs glasses. For Redolence, I wanted to reflect the wavy element that is used throughout the whole brand. The image above shows how this would work across a range of glasses that would be used for Redolence whisky - both to drink it straight and as a cocktail. 6/6