Officer's Choice
A speculative packaging redesign for one of the world's largest-selling whisky brands — sharper visual language while respecting the brand's mass-market heritage.
Client
Officer's Choice Whisky
Services
Packaging design, Creative direction, Visual exploration
Industry
Spirits / FMCG
Year
2024
Challenge
The world's largest selling whisky. It deserved a second look.
Officer's Choice has been a dominant force in the global spirits market since 1988 — one of the largest whisky brands in the world, present in over 18 countries. The question wasn't whether the brand was successful. It was whether the packaging was doing it justice.
Solution
A pitch that pushed the conversation forward.
This started as a speculative exercise — taking a familiar brand and asking what it could look like through a more contemporary lens. The redesign explored a sharper visual language for the packaging while respecting the brand's heritage and mass-market position.
The client appreciated the direction. The work opened a door.
