Clubman

Haig Club

Design, Packaging

The Challenge

In 2014, we worked with Diageo’s innovation team to create Haig Club, a whisky designed to be different. Two years later, we were challenged to design a new variant for the Haig Club family: Clubman.

The Innovation

Clubman retains the iconic style credentials of its elder brother and builds on the equity of a disruptive presence in the old fashioned world of whisky.

Clubman is sold at a lower price point, meaning the brand is more accessible to a new generation of whisky drinkers. Even the drinking experience is different, for more upbeat occasions.

Clubman

The Bottle

It was crucial for Clubman to keep the unique brand asset established by Haig Club, the beautiful cobalt blue, but the square bottle shape was purposefully elongated to make it fit for purpose: for the bar tender.

The dimensions fit comfortably with the hand, with the simplified embossed Haig Club check pattern on the sides providing a tactile grip.

The iconic copper is retained within the stopper, but this time in the form of a screw top. Modern, contemporary and perfect for a fast paced bar environment.

Clubman
Clubman
Clubman
Clubman
Clubman
Clubman