Whyte & Mackay. New York Limited Edition

Art Director: Egor Myznik
Photographer: Artur Askerov
Client: Whyte & Mackay
Location: Moscow/ Russia
Project Type: Concept

Situation:
A limited edition of whiskey was developed specifically for sale in the duty-free zone of New York City — “Whyte & Mackay. New York Limited Edition”.

Objective:
To embody the spirit of the New York streets in the design, and at the same time to convey classic nature of the product.

Solution:
Solution combines traditional aesthetics of whiskey consumption and street culture. The logo of “Whyte & Mackay”, which is more than two centuries old, is adjacent to a graffiti tag, and the 22-year-old whiskey is packed in a kraft paper bag. Like the whiskey itself, this design is a blend of classics and contemporary, sophistication and impertinence, aristocratic elegance and street culture, luxury and anti-glamor. The design ideology reinforces the constructive solution: the label is attached to the packaging by a bright red thread, and after tearing up the label is thrown away. When you hold a bottle, label is nowhere to be found, only the kraft package, and this also has its own idea — the perfect taste does not need labels.

Unique points of the Packaging: Method of opening. Easy transformation from a package with label into a package without titles.