New horizons for Three Ships Whisky

Great brands need to move with the times to stay on top. As the class leader, Three Ships Whisky sets the benchmark in South Africa. Packaging specialists, Just Design, took up the challenge of creating an updated look that is fresh and modern whilst still retaining classic whisky cues. The result lives up to the reputation of the brand - a proud bottle with masculine shoulders and impressive lines - standing out as an exemplary example of what powerful branding can do to bolster a brand's positioning and personality.

The new design begins by catching your eye. Specialist packaging design is the bedrock of product branding. In the case of Three Ships, designers began by developing a strong overarching architecture for the brand, something it previously lacked. The contemporary architecture features a prominent badge that provides a space for the newly refined Three Ships logo lock-up. A sophisticated label rolls off this and holds all the product information. Working to stand out and make the range easy to navigate.

Feel the weight and distinctive shape of the new bottle in your hand. The new bottle is easier to handle and allows for perfect pouring. Using the original bottle as a basis, Just Design enhanced the recognisable areas to have more outstanding presence, with ownable lines and curves. Extensive research went into developing something really special, which includes a thicker glass base, bottle embossing and a profile that captures the essence of the new label shape. Showing how a well-designed pack can really improve product experience.

Just like the excellent whiskies themselves, the design reveals layers and mysteries. Experience fine finishes and flourishes as you explore the bottle up close. Overall, a more dynamic and bold execution that retains the key elements that resonate with loyal drinkers such as the Three Ships illustration and the colours that are associated with the brand. It is a perfect balance between old-world whisky cues and modern progression, sure to take the Three Ships brand into the future.

Upgraded packs launched in October at most bottle stores around the country.

About Three Ships

When it comes to extraordinary whisky, you don't have to look any further than South African shores. Discover an award-winning fleet of whiskies crafted at The James Sedgwick Distillery in Wellington: the Three Ships Select, Premium Select 5 Year Old, 10 Year Old Single Malt and the Bourbon Cask Finish. The whiskies are awarded year on year and has received gold and double at all the major international whisky competitions. The Three Ships Premium Select 5 Year Old was named the World's Best Blended Whisky at the 2012 World Whisky Awards and more recently the Three Ships 10 Year Old Single Malt was awarded the Worldwide Whisky Trophy and a gold outstanding at the 2015 International Wine and Spirit Competition.

About Just Design

For fifteen years, Just Design has proven time and again that good thinking leads to great creative. With a national footprint and accounts across Africa, Middle East and Europe, they are the strategic design partners for many blue-chip clients and global brands, and are one of the leading packaging design agencies in South Africa.