Celebrating the iconic heritage

Design Bridge and Partners’ London studio, and the renowned Islay Single Malt Scotch Whisky Laphroaig® have launched an evolved identity and a new sustainable design for the Laphroaig® iconic packaging, created to reduce the carbon footprint of each bottle. The new packaging will reduce the brand’s carbon emissions by 30%, and supports Beam Suntory’s Proof Positive sustainability strategy and long-term commitments to achieve net zero carbon emissions across its value chain by 2040.

The new packaging design retains the recognisable green bottle with distinctive black and white label, and the royal warrant marque, but replaces the plastic bar top with a beech wood alternative, as well as switching out the secondary packaging tube for a more recycling-friendly carton. The new design will result in a reduction of 1,184.74 tons of greenhouse gases per year – equivalent to growing 30,711 saplings over ten years – a significant contribution to the overall reduction of greenhouse gas emissions.

The new packaging provided the opportunity for a brand refresh. Inspiration came from the brand’s archive, resulting in an evolved wordmarque in hand-crafted typography from original Laphroaig bottlings from the early 20th century. The “est.1815” blind embossed roundel and the original distillery address on the pack is a nod to the brand’s long-standing heritage, designed to elevate its provenance. Pack messaging was crafted to reflect the straight-talking yet warm personality of the brand, from the phonetic detail of ‘Pronounced La-froyg’ running under the wordmark to the green pen element on the back of pack capturing the character of each expression.

In production, inspiration was taken from the heart of the brand — its Islay distillery. Finishes including the uncoated stock, embossed Laphroaig marque on the side of the outer packaging, and rustic texture within the band at the base, all reflect the rugged texture of the concrete pillars of the malt rooms, bringing to life Laphroaig’s spiritual home through design.

“The Laphroaig distillery has been making whisky for over 200 years, and it is fundamentally important we take steps to reduce our environmental impact and protect the natural resources we rely upon,” said Chris Richardson, VP Global Scotch & Irish Brands, Beam Suntory. “The evolution of our identity and the new packaging, created by Design Bridge and Partners, is integral to this. With design that celebrates our heritage and provenance, reimagined for a new generation, the new packaging is a good step forward in our global sustainability ambitions.”

“Laphroaig is a brand with 200 years of history and this project was an opportunity to reflect hundreds of years of true artisanship and passion for a much-loved whisky. We were honoured to be invited to spend time on the isle of Islay with Laphroaig’s distillery team, and with its community, to create a design that respects a rich past reimagined for today.” — Michael Stride, Leadership Creative Director at Design Bridge and Partners London

In addition to its new packaging, Laphroaig will also be renaming ‘Select’ to ‘Oak Select’ to reflect the role of casks in the flavour profile of the whisky. Oak Select will continue to be comprised of spirit taken from five different types of oak cask that are then blended to create the final expression.

The new sustainable packaging design is applied to all Laphroaig ranges, and is the latest collaboration with Design Bridge and Partners’ London studio, following the earlier launch of the limited edition in collaboration with celebrated chef Francis Mallmann as part of Laphroaig’s Taste Trailblazers Program.