The consultancy created the designs following conversations with the Friends of Laphroaig, a community of fans of the whisky who interact with the brand online, as well as each ‘owning’ a square foot of land on Islay.
Michael Cockram, senior global marketing director for Beam Inc., which owns Laphroaig, says, ‘Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years.’
He adds, ‘We believe the new look creates a modern evolution for the brand.’
The new packaging aims to clarify each of the products in the range, as well as reflecting ‘the quality of the products and the brand’s rich history,’ according to JKR.
Daniela Nunzi‐Mihranian, JKR creative director, says, ‘Laphroaig has a fantastic brand essence and the redesign provided the opportunity to unleash it.
‘By refining the equities that make Laphroaig distinctive, we were able to bring harmony to the portfolio. This has improved navigation for consumers while delivering a more contemporary feel.’
The new designs will launch this month in the UK, US, Germany, Sweden, Australia and Japan.