Whisky is a man’s drink right now. Looking at the brandscape with staples like Jack Daniels, Jameson, and Johnnie Walker proves that easy enough. How can Scotch Whisky be brought into the 21st century, with a broader appeal to women, but still retaining the essence of the drink and not alienating men?
Even Scotch Whisky is the solution to this problem.
“The name Even is meant to communicate the smooth nature of the drink and the fact that it is an even blend of both highland and lowland whisky. The “V” calls out the number of years the drink is aged, and the color of the “V” calls out the color of Scotch. Typography on the label is modern and crisp, a sharp departure from traditional labeling. Formwise, the bottle is poised and confident. It has broad shoulders that call back to more traditional bottles, but introduces a softness that might appeal to a female consumer without being condescending. Telling a woman, “this is a whisky for women” is a mistake. Even doesn’t do that, but instead focuses on more subtle cues to bring that forward.”
Designed by Daniel Orbach, an Industrial Design student at the University of Cincinnati.
