Beverage Packaging / Materials / Cans & bottles / Vertical Markets / Spirits

Limited edition whiskey bottle gets premium treatment with three depths of embossing

April 9, 2014
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The 1L bottle for Jameson Irish whiskey gets limited edition special effects from Ardagh Group with their application of high quality glass embossing.

The new design for Jameson Irish whiskey is distinguished by three different depths of embossing incorporated in the label panel. This detailed triple layered embossing gives a more premium as well as tactile feel to the bottle by highlighting the depth and detail of the artwork.

Recent research has shown that tactility communicates powerful messages on a product or item directly to the brain. These messages can be more important for consumers than the look of that product.¹ A study carried out recently for Ardagh also concluded that key sensory receptors such as the hands, “offer a great opportunity for brands to influence consumer interaction and enjoyment.”²

The product design team at Ardagh have succeeded in replicating the 1L bottle’s existing paper label detail in glass. As some of the original graphics were too thin or small to form in glass, they ‘opened out’ some of the detail, increasing the size without altering the overall design to ensure a high quality of definition.

The de-bossed seal feature on the bottle was developed to house an insert made from metal provided by steel specialist Signet Marking Devices. This effect conveys a seamless transition from glass to the installed insert, making it look like an integral part of the glass container. The de-bossed seal was developed to sit just above and to be in line with the lower eyebrow feature.

¹Millward Brown (2013) research on mobile phones that found that that 35% of consumers  “feel the phone in their hand” and that “handling and tactility of the phone was actually more important than the look of the phone which caught their attention in the first instance”.

 ²Leeds Metropolitan University, Faraday Centre for Retail Excellence, “The Consumer’s Sensory Drinking Journey” (2013) 

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