Degree Module Assignment
Black Tor Dartmoor Whisky
The aim of this brief was to design a packaging solution for a new micro-distillery’s ‘first distillation’ release of their first Single Malt whisky.
A ‘first distillation’ release of any new whisky is a milestone for any distillery, but for micro-distilleries the occasion can be even more momentous when you consider the reliance of the business on its success. In the case of a micro-distillery’s ‘first distillation,’ the product becomes a true ‘milestone malt’ and it is certainly worth celebrating.
“The Ten Tors Distillery Company is a relatively new micro-distillery nestled amongst the granite tors of the Dartmoor National Park – from which it takes it’s name. Founded in 2012, it takes an industrious, experimental and progressive approach to the production of its spirits, with a batch brewery attitude to the crafting of its single-malt.”
“The distillery are keen on celebrating their location. Outside of Scotland, Dartmoor is one of the few places in the UK where the conditions for producing whisky can
be referred to as “perfect.” Using Barley sourced from Tucker’s Maltings – a local traditional malting house – and grown on Dartmoor, as well as fresh Dartmoor spring water, the distillery can claim that their spirit truly flows with local character.”
The Ten Tors Distillery Company is a fictional brand I began to develop for this project.
The project is still a work in progress and I intend to expand and develop the identity for the distillery and a full range of products.
The history of whisky is studded with significant moments, both in terms of the discovery and evolution, and the economic and political context in which it has developed. The most important moment, the invention of the Coffey Still, takes some beating, as does the introduction of oak casks and the charring
of oak. Maybe the greatest defining moment, however, for anyone who loves whisky is the moment when you take a sip and the taste makes total sense.
Right now, whisky finds itself in a very good place. As traditional producers seek to take advantage of a growing global demand, they are realising that whisky’s attraction is centred around provenance and integrity, and when making fine spirits you cannot cut corners. Meanwhile we’re seeing a new generation of whisky production turning into innovation, and an increasing number of ‘micro-distilleries’ emerging outside of Scotland to exploit the freedom from the rules and regulations that being outside of Scotland has.
A major aim of the packaging design concept was to celebrate the spirit’s exclusivity, the ‘first release’ as a momentous occasion for the distillery. I wanted to produce a design that would match the distillery’s ethos and approach to producing their single malt, as well as celebrate the distillery’s location and stand out amongst the crowd of whisky brands and packaging designs that have stuck with the industry aesthetic of heritage and tradition. What was key with the visuals was the use of contour lines as the design background – to illustrate the connections of the distillery with their surroundings. The colour of these lines was also intended to do this, linking to the fresh Dartmoor Spring water used in the production of the spirit. It was also a colour that is very much uncommon in the industry’s aesthetic. I intended the colour to help the design stand out even more on the shelf, whilst the concept would still not look too out of place.