Jura Whisky has launched Jura 1984 Vintage limited edition single malt with a bottle, box and brand elements designed by global design agency Jones Knowles Ritchie (JKR).
JKR designed the Jura 1984 bottle and outer box and worked in partnership with the Jura team to create the brand’s supporting collateral beyond pack, including media packs, sample vials and a website lockdown.
In 1984, Jura casked a small quantity of excellent single malt whisky and 30 years later released Jura 1984 Vintage. The luxury single malt honours the connection to the writer George Orwell, who wrote the novel Nineteen Eighty-Four while staying on the Scottish island of Jura. The idea of censorship, menace and mistrust gave rise to the design concept of ‘Nothing is what it seems’ – an idea that in turn inspired the campaign through the line.
“Playing on the core theme of censorship, we wanted the design of Jura 1984 to reflect a sense of oppression and mistrust,” said creative director Sean Thomas. “This idea was expressed through redacted text achieved by die-cutting the outer box so it would ‘censor’ the words on the bottle within. The result was two texts with very different meanings: the outer dark and menacing, the inner bottle text hopeful and poetic. Using this idea across all branded platforms enabled us to reinforce the idea of hidden meanings and dualities through the design.”
1,984 bottles of Jura 1984 Vintage are on sale priced at £750 from all good whisky specialists.
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