Glenfiddich gift packaging
This outer gift packaging for "the world's favourite single malt scotch whisky" had to reflect premium values and be eye-catching to a younger target audience, generally resistant to the charm of brown spirits.
Based on the concept of 'release', the one-piece cardboard pack design featured a glowing interior contained by and glimpsed through two matt black blocks, restrained by a metallic ring sleeve. High production values featured traditional foil-blocking and embossing techniques contrasting with the interior glow – an effect achieved by using a special dayglow flocked surface coating.