Taking the high road
Hertog Jan Vatgerijpt – 2020
AB InBev, Hertog Jan Grand Prestige Vatgerijpt
Brand Strategy / Packaging Design / Activation
Aged in casks from Scotch whisky distilleries we weren’t allowed to name, this year’s design evokes both wood grain and contoured maps.
A golden thread creates a mythical road between unnamed locations in The Highlands, Lowlands, Speyside and Islay. We fuelled the curiosity of the brand’s fans with map references, which got the socials buzzing and may have contributed to the entire volume selling out online in 30 minutes. Slàinte!