Country
中国(China)
Official website
https://www.designbridge.com/
Company Introduction
Design Bridge is a global design agency with 5 Studios around the world. Founded in 1986 in London, UK, Design Bridge has organically grown Studios in Amsterdam, Singapore, New York and Shanghai, and there are now over 400 people working collaboratively around the world. Experts at building emotional connections with consumers through exceptionally crafted, powerful design, Design Bridge works with some of the most iconic brands in the world, as well as some of the smallest and newest (and most exciting) start-ups. Design Bridge has won numerous international creative awards including Pentawards, Mobius, New York Festivals, Design Week Awards, D&AD and DBA Design Effectiveness for a broad range of clients that includes Unilever, Diageo, Mastercard, Colgate-Palmolive, Reckitt and Mondelēz. You’ll often find us speaking at industry events and on creative awards judging panels, and we're involved in a series of programmes and initiatives that support the future generation of talent, including running our own annual student awards competition.
Images
Brand Name
苏格登
Designer Name
Jon Neal - Creative Director (Singapore)；Leonard Lam - Design Director (Singapore) ；Alex Roper – 3D Design Director （Singapore）；Toh Meng Lee - 3D Technical Design Director (Singapore, Shanghai) ；Ong Jian An - Senior CGI Artist (Singapore)
Position of Designer
Creative Director ；Design Director ；3D Design Director ；3D Technical Design Director ；Senior CGI Artist
Client
Diageo
Target Group
Current The Singleton drinkers, Whisky drinkers in general and also Cognac drinkers
Major sales
电商 E-commerce
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
The celebrations for Chinese New Year are a much-anticipated occasion for reconnecting and spending time with family and loved ones; 2022, the year of the Tiger is no different. Gifting plays a hugely important role during the festive season in Greater China, with consumers seeking premium items to gift to business associates and family. The Singleton hasn’t historically been seen as a go-to gifting brand, with the likes of Baijiu, Cognac and red wine dominating the market, so we needed to create a distinctive and outstanding gifting experience for The Singleton, elevating the brand to become the preferred and desirable gifting choice during the Chinese New Year season. It was clear that our solution had to be rooted deeply in cultural insights, that would unite both the brand & cultural codes. Consumers rejoice in the idea of spending time with loved-ones, but the rush of the festive season means the reality is often fleeting, and lacking in deeper connection. Therefore, we placed a story of meaningful, memorable reunions at the heart of our design. We noted the familiarity between the brand’s famous salmon logo (a species which migrate and gather every year back in the valley of water where they were born), and the movement of people back home for the celebration of the New Year. We played on this parallel through our beautiful and opulent illustrations of the symbolic fish on the packs, encouraging consumers to slow down and reconnect with their loved ones in the company of this whisky, to savour and cherish the richness of the moment and the taste.
Highlights
Artfully represented in the bold salmon imagery, the striking colour palette and gilded patterns across the designs symbolise the abundant richness of the food that is enjoyed and shared during the Chinese New Year festivities, resonating with The Singleton’s epicurean proposition (慢品丰年 年年有余). The gift pack with a carry handle, resembles a portable whisky chest allowing consumers to proudly carry the pack home to reunion dinners and the design boldly embodies our concept of ‘Toast to rich abundance’, and positions itself amongst its competitors, building brand awareness within China and Taiwan, and tells a story which unites brand and cultural codes, laddering up to a truly unique and luxurious gift experience for The Singleton.
Market Performance
the client do not feel comfortable sharing sales results as it is still confidential but it has received positive feedback at launch.
Material
其他
Craft
The pack is embellished with layered finishes of copper foil, varnish, embossing and micro-embossed patterns. This requires high printing precision and tight tolerances. This resulted in a luxurious tactility for the gifting occasion.
Does the design solve the problems that are common across the product category?
N/A
What functional designs of the work have enhanced the user experience?
Inspired by a whisky chest, the gift pack is accompanied with drawers to hold 2 whisky glasses for sharing with families and friends. To maximize the display opportunity of the gift pack, be it on shelf, display cabinet or dining table, the pack was cleverly designed to allow the doors to be tucked and folded backwards without taking up massive space.
Did the design help increase the sales performance of the product?
N/A
Does the work consider sustainability (environmentally or commercially, or both)?
N/A