BRAND

Mclaren Packaging Product Portfolio

mclarenpackaging.comComposite Tubes Rigid Boxes Corrugate Multipacks Divisions Solidboard

Glenfiddich Experimental Series

mclarenpackaging.com

Product Shaped TubeSector Premium Drinks

AT A GLANCE

IN DETAIL

Mclaren Packaging Product Portfolio

Composite Tubes Rigid Boxes Corrugate Multipacks Divisions Solidboard

Objective • To create a new range of game-changing malts that pushwhisky boundaries andrewrite the rulebook

Process

• McLaren were involved from the inception of the brief and worked closely with the brand design agency and sub suppliers

Challenges• Include common features

ensuring the Experimental Seriesis distinct, cohesive andrecognisable on shelf as a range .This was an important considerationto ensure continuity betweennew releases.

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Solution• The shaped tube format provided

the superior look and feel required,particularly the excellent strengthand shape definition essential forboth designs. The shaped tubeformat additionally allowing efficientline packing in volume, performingwell in the bottling as well as on shelf. 

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• The striking fingerprint effect,an amalgam of the 20 individuals involved in selection of the casks,embossed and foiled communicatesthe unique approach taken to theproduct’s development and deliversexcellent stand-out at point of sale,working especially well on the curveof the triangular tube body. 

Project XX Features

• The eye catching graphical designwas brought to life through5-colour print, foil and emboss onpremium white board.  Combiningprint onto the uncoated, texturedsubstrate with embossing andfoiling to create an understated, luxurious look and feel to the pack.

The body of the tube demandedmaterials that could be printed, foiledand embossed to a high standard,and support a high level of embossing.The 2-ply construction allowed the useof two different cartonboards, openingmany possibilities for the non-traditionaldesign elements such as thematt-laminate coated inner.

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OutcomeThe first two releases of theExperimental have been very wellreceived in the UK from both adesign and commercial perspective.The first releases of both expressionssold out in the U.K. domestic market.

IPA Features

• Similar in design to the Project XX,

however natural, brown rustic paperwas the desired appearance forthe pack. To mitigate consistencyissues printing and foiling onto anatural, brown substrate it wasagreed that printing the effect4-colour litho onto premium whiteuncoated board would deliverthe best result ensuring a correctand consistent reproduction ofthe colour, foiling andoverall appearance.

• In addition, the fluted foil of the stagprovides a subtle, luxury cue alongwith the embossing on the offset,lower label which makes a featureof the pack’s unique shape.

Finally, the edge of the outer-plyand top edge of the tube issprayed black to blend intothe design.

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