It forms phase two of the company’s major investment thrust within Asia, which has seen the brand consolidate its position as the clear leader in the ‘Standard’ imported Scotch Whisky segment in Taiwan, and its introduction into mainland China.
The designers’ objective was to give Scottish Leader Supreme the quality, premium look of imported Scotch Whisky with a luxury look & feel to give it shelf stand out. They retained the rectangular shape, which, according to extensive research is a positive and unique feature in the local market. Modifications were aimed at decorative enhancements to the bottle to reflect an overall brand proposition of “ enjoy a little luxury in your life”.
They concluded that because the brand is known locally as Scottish Leader “Gold Label” or “Jin Pai” in Mandarin (mainly because “Supreme” has no easy direct translation), the gold colour was paramount, but had to be greatly refined. The design team was also briefed to find a new, more iconic modern symbol to replace the ‘Flying Eagle’ on the front label and IBC, which was considered to contribute to both the ‘old-fashioned’ and ‘local’ look & feel.
Bonsey, responsible for the 2D and 3D creative design development, worked closely with Rockware’s Concept and Product Design teams to ensure that all the aesthetic requirements were matched by geometric precision that would enable the bottle to be totally fit for manufacture. Rockware created IGES models & JT files to produce a realistic prototype, which was also used by the decoration house Ex Pac to plan and apply the finishing.
Throughout the process the designers liaised with the project team from Burn Stewart comprising personnel located in East Kilbride, Taiwan, Hong Kong and Singapore assisted by Rockware Glass and the 3D JT file viewing system.
The bottle retains the original unique rectangular shape, but has been significantly enhanced with elegant “jeweled facets”, special label protection and a new metal closure. The company is very optimistic this new bottle refinement will create further positive equity and momentum for the brand in both the immediate and mid-term future.