Woodward & Co box has bottle

Woodward & Co has revamped the packaging of Drambuie, the whisky liqueur, building on brand positioning work it carried out earlier this year.

The redesign introduces lifestyle imagery to the reverse of the packs, with imagery shot by food and fashion photographer Georgia Glynn-Smith. Wrapping round the remainder of the box are abstract photographs of the product, extolling Drambuie’s ‘on ice’ serving suggestion.

According to Drambuie assistant brand manager Rhiannon Henry, ‘The new contemporary look brings out the drink’s subtle flavour and its sensuousness, with the ice swirling around inside.’ The previous packaging looked ‘dated’ and ‘quite plain’, she adds. It featured a ‘darker red colour [and] a picture of the bottle on the back’.

Woodward & Co creative director Lucy Woodward says the brief was all about appealing to a ‘new generation of consumers’, many of whom may regard drinking Drambuie as a rare luxury.

Woodward & Co has previously worked with the Drambuie Liqueur Company on brand guidelines and an image portfolio for the range. The packaging work rolls out from 4 October.