With no investment in the packaging or marketing support in over 11 years, Harrier whisky had become recessive on shelf and the brand was no longer top-of-mind.

Our aim was to upgrade and premiumise the Harrier packaging, appealing to modern consumers and bringing excitement and interest into the brand.

Our design studio found a solution that balanced modernity with recognisability – by reworking the label to appear more crafted and considered whilst celebrating the owned assets of the brand, such as the harrier dog and wordmark. Punchy shelf standout was a key design factor.

Since the new pack launch, sales have increased by 11%.