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Package Design Finalists

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Beverages - Alcoholic
Entrant: Lewis Moberly, London
Monkey Shoulder Whisky
Corporate Name of Client: William Grant & Sons
Design Company: Lewis Moberly, London
Executive Creative Director: Mary Lewis
Copywriters: Mary Lewis/Guy Middleton
Graphic Designer: Joanne Smith

Basic description of the project:
BRIEF To create the identity for a new blended malt whisky, appealing to a younger audience who respond to contemporary brands which are not based on marketing myth. Monkey Shoulder is the name given to the stoop malt men acquire from repeatedly turning the malt by hand. RATIONALE A simple bottle is decorated with three dimensional monkeys appropriately positioned on the shoulder. Each monkey represents each of the three malts which form the blend. The iconic monkeys are supported by a typographic label which tells the malt men story. TARGET AUDIENCE Young professionals and whisky enthusiasts.