Gold Packaging Design · 2020
Buchanan's Red Seal Branding and Redesign
by Pierre Delebois - forceMAJEURE Design
- A' Design Award 2020 Gold Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Diageo
- Estimated Number of Design Views: 34,235
- Verification code 38F3254F02 · Verify this award
About Buchanan's Red Seal Branding and Redesign
Buchanan's Red Seal is a packaging design for a blended whisky. The design covers a new bottle structure, labels and a gift box. The bottle has soft curves that frame the red seal placed at the heart of the front face. The Buchanan's crest is embossed on the back of the glass, so the crest is visible through the front. An embossed signature sits alongside the seal. The amber glass gives way to a green tint at the base, a feature shared across the range. The gift box opens like a book to reveal the bottle.
Positioned within the distinguished tradition of premium spirits packaging design, Laurent Hainaut's Red Seal Branding and Redesign represents a masterful synthesis of heritage visual vocabulary and contemporary design sophistication that elevates the presentation of fine blended whisky to the realm of collectible luxury objects. The work demonstrates exceptional command of material semiotics, employing a sculptural glass decanter whose organic silhouette and baroque embellishment speak to centuries of glassmaking tradition while the deep viridian base introduces unexpected chromatic complexity that distinguishes this vessel from conventional amber-glass presentations. The accompanying presentation box achieves remarkable presence through its saturated crimson field—a color historically associated with nobility, celebration, and premium positioning—upon which embossed heraldic devices establish lineage and authenticity through time-honored visual codes. The rampant lion motif, rendered in warm gold against the red ground, activates deep cultural associations with strength, courage, and distinguished provenance, while the circular seal format surrounding this central emblem evokes wax impressions and official certifications that historically authenticated precious goods. Technical accomplishment manifests throughout: the precise registration of embossed elements creates dimensional typography that invites tactile engagement, the stopper assembly's graduated tonal progression from cream through aubergine to gold demonstrates sophisticated understanding of visual hierarchy, and the overall color harmony—amber liquor, green glass, crimson packaging, gold accents—achieves chromatic balance through carefully calibrated temperature relationships. The design successfully negotiates the tension between heritage signification and contemporary market positioning, employing traditional heraldic vocabulary and ornamental embellishment while maintaining the clean spatial organization and refined restraint expected of premium luxury goods. Viewers are invited to consider how this design transforms a consumable product into a ceremonial object worthy of display and special occasion.
Press Kit
- Unique Properties
- forceMAJEURE was asked to create a brand redesign for Buchanan’s Red Seal, and bring to life the exclusive blend through the redesign of a new bottle structure, package design and gift box, highlighting its luxury and quality. Based on the ideals of sharing and generosity that Buchanan’s is known for, we crafted an elegant bottle shape with soft curves that allow the iconic Red Seal to shine. The bottle sits in a beautifully crafted gift box, which opens like a book to reveal the unique bottle.
- Dimensions & Packaging
- Bottle: 0.75L/75cl/750ml.
Box: 235mlx235mlx101.6ml - Tags
- #rebrand, #productdesign, #packagedesign, #luxury, #whisky, #brownspirits,
- Production Technology
- For the bottle, forceMAJEURE closely collaborated with the glassmaker to create the perfect interaction between the front and back embossed rosette, and on the green tint at the base of the bottle that is a hallmark of all bottles in the Buchanan’s line. The stopper mirrors the shape and colors of the bottle. The mixed materials used connote luxury: Buchanan's engraved gold metal and red textured wood. Authenticity is created by the red simulated wax seal, finely molded to achieve the lions and word details highlighted with gold. The neck label is printed on metallic substrate with micro emboss. The bottom label is printed on transparent PSL with raised gloss varnish. This bottle comes in a luxe coffret mixing metallic substrate and shimmery textured substrate.
- Design Challenge
- Every single expression of Buchanan’s whisky is made with the same degree of care, symbolizing the utmost quality and craftsmanship, and forceMAJEURE's goal was to honor that in all elements of this redesign of Buchanan's Red Seal. We crafted a new elegant bottle shape with soft curves that allow the iconic Red Seal to shine, nestled at the heart of the bottle. The rich amber liquid gives way to a green tint at the base of the glass, a hallmark of all bottles in the Buchanan’s range.
- Inspiration
- forceMAJEURE's design team drew inspiration from the rich history of James Buchanan and his dedication to the utmost in quality and craftsmanship. The beauty is in the details: the Buchanan's crest is proudly embossed on the back of the glass and beautifully frames the Red Seal. Alongside of the bottle, James Buchanan's signature is embossed. The luxurious closure is an ornament to the bottle, and the majestic reds and golds of the seal, signature and label evoke the royal family, for which the whisky was created.
- Image Credits
- Image #1: Taka Igarashi for forceMAJEURE Photo Studio
Image #2: Taka Igarashi for forceMAJEURE Photo Studio
Image #3: Taka Igarashi for forceMAJEURE Photo Studio
Image #4: Taka Igarashi for forceMAJEURE Photo Studio
Image #5: Taka Igarashi for forceMAJEURE Photo Studio
Colors of Buchanan's Red Seal Branding and Redesign
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We transform luxury brands through strategic design, creating distinctive packaging and brand identities that captivate premium markets. Our award-winning team specializes in spirits, beauty, and lifestyle brands, delivering elegant solutions that honor heritage while driving innovation.
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