ABERLOUR WEARS WEEKDAY
University Project - A hypothetical Brand Collaboration
PACKAGING/FASHION ACCESORY/BRANDING
OVERVIEW
Aberlour set out to create a luxury whisky gift set - for their 18 year old single malt whiskey - that not only resonated with Aberlour's loyal customer base but also enticed a fresh demographic. strategically leveraging benefits, fostering mutual growth and long-term value for both brands involved.
CHALLENGE
Select an appropriate partner brand that aligns seamlessly with Aberlour's essence.
Devise a complementary product for the gift set that goes beyond conventional whisky items.
Design packaging that harmoniously integrates elements from both collaborating brands.
Craft an exclusive label for this limited edition collaboration.
OUTCOME
Adynamic collaboration, "Aberlour Wears Weekday," unites Aberlour and the fashion brand Weekday, sharing a common commitment to environmental ethics. The focal point of this partnership is an custom crossbody bag, intricately designed to embody the three core facets of whisky. This unique bag serves a dual purpose as it doubles as the packaging for the limited edition whisky bottle. A brand-new label, symbolizing the harmonious fusion of the two brands. This collaboration celebrates their shared values and extends an invite into reconnecting the generations.
RECONECTING GENERATIONS
A brand collaboration between Aberlour Whisky and Weekday serves as a bridge across generational gaps, seamlessly merging the allure of whisky with the ethos of sustainable fashion. Rooted in shared values of environmental responsibility and community engagement, this partnership forms a unique luxury gift set aimed at revitalizing connections between different age groups. By embracing these common ideals, the collaboration not only expands Aberlour's reach to a younger market but also invites the older generation into the realm of conscious style. Ultimately, this collaboration becomes a catalyst for ‘re-thinking‘ and reconnecting, as it encourages both communities to collectively embrace a harmonious and sustainable lifestyle.
REFINING THE CONCEPT
Exploring the concept of a versatile bag that also serves as packaging for the whiskey bottle, minimizing traditional waste. Thorough iterative sketches and digital mock ups, concluding on a design that appeals to the outdoor enthusiasts and high street shoppers alike.
The bag takes inspiration form the three key ingredients of whisky:
OAK
The bag's base bears 18 rings, symbolizing the 18-year maturation period of the whisky within the cask. It also portrays the bottle's placement inside the bag, akin to an oak tree transforming into a barrel.
WATER
Waxed organic cotton ensures the bag's waterproof quality, while the Econyl straps are crafted from reclaimed fishing nets, providing a sustainable solution and reducing ocean waste.
BARLEY
The bag's shape and colour are reminiscent of barley as it grows in fields prior to harvest, capturing the essence of this natural process
PROTOYPE DEVELOPMENT
The bag design process involved several key stages. It began with sketch models that outlined the initial size and shape. These models served as the foundation for drafting patterns, leading to a rough sewn prototype.
The prototype was assessed to identify necessary adjustments, which were then incorporated into a refined pattern. A more polished prototype was created, and final refinements were made.
The last step involved producing a full prototype with all components. This methodical process ensured the gradual development and enhancement of the bag's design, ultimately resulting in a finished first prototype.
PRODUCTION
A tech pack created to showcase everything needed to create one bag for production purposes.
branding elements
The project created branding for Aberlour and Weekday collaboration, featuring a new bottle label and bag tags.
Incorporating quotes like "let the deed show" and "Denim like it's 1999," the brands' essence merged seamlessly.
Named "Aberlour Wears Weekday," the collaboration embodies a fashion accessory concept.
The limited edition bottle label blends tradition with modernity, highlighting models from "Denim like it's 1999." Rings symbolize aging and bag references.
The project merges elements for cohesive branding, resonating with consumers and blending Aberlour and Weekday's essence effectively.
Thank you!
