O-I produces bottle with ‘wave’ for Dewar’s whisky pack redesign

New York agency Spring Design Partners created the new look that incorporates a wave cutting through the pressure-sensitive paper label and is said to symbolise the whisky’s well-rounded flavour.

Bottles now feature the year 1846, when Dewar’s was founded, and the signature of John Dewar. The new look has initially been rolled out on Dewar’s White Label and 12-year-old whisky.

Spear, Eurostampa and Labelgraphics produce the self-adhesive labels and the caps are from Guala UK, UCP & Ramondin.

Minimal change costs
Despite the new look, O-I’s Scotland facility has retained the basic shape and design of the previous bottle to minimise the cost to change bottle handlers and labelling machinery.

The number of different bottles in the range has also been reduced from 26 to 20.

Dewar’s project manager David Hudson said Dewar’s and O-I spoke daily and held weekly meetings as the bottle was developed.

“This was extremely important to us so we could align bottle availability with out other partners in engineering and production to ensure our machine part specialists were on site for initial set up and line commissioning,” said Hudson.

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