Born in London in 1909, Old Parr is the culmination of the most exceptional flavors Scotland has to offer — the rich earthiness of Islay peat, the balanced smoothness of Speyside waters, and the oaken warmth of Cragganmore casks. While it’s celebrated around the globe, Old Parr is genuinely at home with those who choose to savor life; crafted with Scottish pride and expressed with Latin soul. Aged twelve and eighteen years, the new OP 12 and OP 18 are the revivals of Old Parr’s ultra-premium blended Scotch whisky. With an elevated version of OP 12 and unique bottle design for OP18 (previously Old Parr Superior), the premium pair displays a harmonious combination of some of the best whisky that Scotland has to offer.
The goal of the redesign (comprised of OP 12 and OP 18) was to elevate the quality perception of the liquid, unify the brand’s core range and establish a platform for future growth, while celebrating the rich story and emotive positioning built around the character of Thomas Parr – one of England’s longest-lived men, known for his vibrancy, maturity, and masterful aging. With a strong understanding of the brand’s visual codes, aligned with its compelling narrative, we reinterpreted the Old Parr brand DNA with a contemporary design language that builds upon the Old Parr story yet delivers a thoroughly modern expression for the range bottles. The result is a rebranding that introduces an icon to the next generation of consumers; those inspired by brand authenticity, rich storytelling, crafted design, and meticulous attention to details.
Brand Renovation, Visual Identity, Brand World, Bottle Design, Packaging Design, Credential Campaign, Key Visuals (Print, Digital & Social), Photography, Retail Assets, Brand Guidelines.