Lewis Moberly takes bold design approach for new prestige whisky

Leading brand design agency, Lewis Moberly, has created the structural and graphic design for The Glenrothes 42-Year-Old whisky of which only 1134 bottles will be available worldwide.

The 42 design sets a distinctive benchmark for prestige whisky combining vibrant colour, unusual materials and traditional craft to create a bold, elegant design.

The Lewis Moberly design draws inspiration from the geographical contours of The Glenrothes Speyside Estate, where the four exceptional casks from which the whisky is drawn, have rested for 42 years. The contour design is woven on cloth to create a striking presentation box. Inlaid with silver foil, a rich textual patina is created. An unusual, verdigris closure lends a utilitarian touch, ‘heroing’ the branding and sliding to reveal the exquisite contents.   Clasps either side create a sense of anticipation.

A new crystal decanter reflects the original Glenrothes iconic bottle, with engraving to echo the staves of the whisky casks. Tapered for elegance, the decanter carries an engraved bespoke crystal stopper. Each stopper is meticulously hand cut to create a multifaceted finish inspired by metal knurling and is presented in a lined drawer engraved with: ‘At the perfect moment, the colours merge, reaching a glorious crescendo when the first drop is poured.’ 

The bottle is mouth-blown, and hand finished to exacting standards by the craftspeople at Dartington Crystal. A booklet bringing the story of The 42 to life, completes the pack.

Mary Lewis, Creative Director at Lewis Moberly commented: “The Glenrothes Estate is full of colour. From the ducks that patrol the burn to the tall, elegant gleaming stills and rich terroir. We’ve brought all these colours together for The 42, in a vibrant, intense palette.”

Wendy Espie, Global NPD Manager, The Glenrothes added: “I’ve enjoyed working with Mary and the team at Lewis Moberly on what was a very exciting brief and am delighted with the results. The team has done an excellent job in capturing the colour and vibrancy of our Highland Home within this new design.”

Co-founded by Robert Moberly and Mary Lewis, Lewis Moberly is the only design consultancy to hold both the top award for Design Effectiveness as well as the top award for Design Excellence.

Source: Lewis Moberly

  Branding, Lewis Moberly, Marketing, Packaging, The 42, The Glenrothes