Our story begins with Bell’s whisky - a brand with a rich heritage spanning 180 years.  But despite its rich history and classic pack, Bell’s whisky doesn’t hold much appeal for a younger audience, especially in international markets.  The introduction of a spiced variant was the perfect moment to give Bell’s a more vibrant and youthful appearance.  Being sympathetic to the current pack we simply rebalanced the visual assets and set them against a Union Jack backdrop executed in a spiced colour palette.  Arthur Bell now sits on top of his moniker, which holds centre-stage.  Our story ends with a Bell’s pack for millennials.


The spice of youth

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