whiskey / research - existing brands

The current designs on the market all have a similar theme. Whiskey is branded as a very old, traditional drink with uses of bold serif typefaces or bespoke typography. This type of design conveys exclusivity and doesn't appeal to a wide audience. The entire image of whiskey itself is outdated and masculine, and would benefit from a fresh new slant on the kind of audience it's appealing to.

A lot of designs make reference to nature and North America. The traditional methods used for these illustrations further push other audiences away from this drink as it's not relevant to them nor a modern representation of the drink. 

Jack Daniel's is one of the most popular Whiskey brands. The design is bold and striking with bespoke typography and no colour. The type stands out against the label and dark colour of the drink. The square bottle gives a flat surface for the design and allows for maximum space for a label.

The Haig Club is one of the more modern, minimal designs of whiskey. The bottle is a dark blue colour with a copper lid and labelling. Although the design is different to the more traditional whiskey bottles, Haig Club is still lacking in appeal to the target audience of the brief as the minimal design, sans serif and square bottle is suited to a more masculine, professional demographic. The branding for Haig Club is lacking in feminine qualities such as colour, embellishments and a more delicate bottle shape.