Basics Design: Design Thinking

Client: Ian Macleod Distillers

Design:Navyblue

Design thinking: A divergence

from the typical tradition-

and heritage-based approach

creates an exciting and

unique alternative

Ian Macleod Distillers

In its redesign of the packaging for Ian Macleod Distillers’ Smokehead Scotch whisky,

Navyblue took a divergent approach. Using the traditional approach to branding for

Scotch whisky as a starting point, Navyblue branched out to create an unusual and

unique design. Thus, instead of taking a history- and tradition-based approach to the

packaging, it produced a young and energetic image, focusing on the inherent

qualities and flavours found within the product.

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Design Thinking

Basic design directions

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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