Buchanan's Red Seal
Branding and Redesign for Diageo
forceMAJEURE Design was asked to create a new design for Buchanan’s Red Seal through the redesign of a new bottle structure, package design and gift box, highlighting its luxury and quality. Based on the ideals of sharing and generosity that Buchanan’s is known for, FM crafted an elegant bottle shape with soft curves allowing the iconic Red Seal to shine. Visible through the front of the bottle is the Buchanan’s crest, proudly embossed at the back of the glass and beautifully framing the seal. The bottle is presented in an elegant, deep red gift box.
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Buchanan 039 s Red Seal by Laurent Hainaut
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Branding and Redesign by Laurent Hainaut
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Laurent Hainaut Buchanan 039 s Red Seal
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Laurent Hainaut Branding and Redesign
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DiageoBrand Logo
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Buchanan's Red Seal Branding and Redesign Press Releases
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Buchanan's Red Seal Branding and Redesign Media Articles
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Unique Properties
forceMAJEURE was asked to create a brand redesign for Buchanan’s Red Seal, and bring to life the exclusive blend through the redesign of a new bottle structure, package design and gift box, highlighting its luxury and quality. Based on the ideals of sharing and generosity that Buchanan’s is known for, we crafted an elegant bottle shape with soft curves that allow the iconic Red Seal to shine. The bottle sits in a beautifully crafted gift box, which opens like a book to reveal the unique bottle.
Tags
#rebrand, #productdesign, #packagedesign, #luxury, #whisky, #brownspirits,
Production Technology
For the bottle, forceMAJEURE closely collaborated with the glassmaker to create the perfect interaction between the front and back embossed rosette, and on the green tint at the base of the bottle that is a hallmark of all bottles in the Buchanan’s line. The stopper mirrors the shape and colors of the bottle. The mixed materials used connote luxury: Buchanan's engraved gold metal and red textured wood. Authenticity is created by the red simulated wax seal, finely molded to achieve the lions and word details highlighted with gold. The neck label is printed on metallic substrate with micro emboss. The bottom label is printed on transparent PSL with raised gloss varnish. This bottle comes in a luxe coffret mixing metallic substrate and shimmery textured substrate.
Design Challenge
Every single expression of Buchanan’s whisky is made with the same degree of care, symbolizing the utmost quality and craftsmanship, and forceMAJEURE's goal was to honor that in all elements of this redesign of Buchanan's Red Seal. We crafted a new elegant bottle shape with soft curves that allow the iconic Red Seal to shine, nestled at the heart of the bottle. The rich amber liquid gives way to a green tint at the base of the glass, a hallmark of all bottles in the Buchanan’s range.
Inspiration
forceMAJEURE's design team drew inspiration from the rich history of James Buchanan and his dedication to the utmost in quality and craftsmanship. The beauty is in the details: the Buchanan's crest is proudly embossed on the back of the glass and beautifully frames the Red Seal. Alongside of the bottle, James Buchanan's signature is embossed. The luxurious closure is an ornament to the bottle, and the majestic reds and golds of the seal, signature and label evoke the royal family, for which the whisky was created.
Image Credits
Image #1: Taka Igarashi for forceMAJEURE Photo Studio Image #2: Taka Igarashi for forceMAJEURE Photo Studio Image #3: Taka Igarashi for forceMAJEURE Photo Studio Image #4: Taka Igarashi for forceMAJEURE Photo Studio Image #5: Taka Igarashi for forceMAJEURE Photo Studio
Project Overview
Buchanan's Red Seal Branding and Redesign has been a Golden winner in the Packaging Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
Golden Recognition
Laurent Hainaut was recognized with the coveted Golden A' Design Award in 2020, a testament to excellence of their work Buchanan's Red Seal Branding and Redesign.
Laurent Hainaut Press Releases
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Introducing the Luxurious Buchanan's Red Seal Redesign by Laurent Hainaut
forceMAJEURE's design team draws inspiration from James Buchanan's rich history to create a luxurious redesign for Buchanan's Red Seal whisky, highlighting its quality and craftsmanship.
Laurent Hainaut Newsroom
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