Client: Diageo
Brand / Variant: Lagavulin 11 Year Old Islay Single Malt Scotch Whisky, Offerman Edition
Year: 2022
Brand / Variant: Lagavulin 11 Year Old Islay Single Malt Scotch Whisky, Offerman Edition
Year: 2022
This ground-up project was very well-received by the client, Diageo, and the original work files were requested by their global team to be reused worldwide.
Above the Fold Gallery:
These images are part of the upper gallery of the store page, aiming to inform and sway viewers toward the purchase. We wanted to use the space as thoughtfully as possible, to be more than just another image of the bottle from another angle, as some of our client's competitors were doing.
All but Ingredients image below I'd designed from the conception to finish in Photoshop, in collaboration with our copywriters. (The ingredients image was a label swap, more details below).
• Bottle Front - this is the default image of the image gallery, with the award added for more draw.
• Feature Claim - this was inspired by notes in the sell deck, which described Nick Offerman's three inspirations as "Steak, Woodworking, and Whisky." It's a composite of the same front bottle image, with a top-down serve glass, and a woodworking background from a stock photo I grabbed. I added the drop shadows, the reflections of the wood chips on both sides of the bottle, the tabletop that you see through the bottle, the typography, lighting. It was a fun, cheeky take on the 3 inspirations, and I'm glad they loved it!
• Awards - This is a composite of 3 images: the Awards emblem, the bottle-front, and the gold texture stock photo background.
• Ingredients - This was a complicated Label Swap image in photoshop. The Box and the bottle both had new labels refitted in photoshop, which for the bottle meant craftily erasing the original logo while keeping the natural light reflections on the label. It's a very subtle detail, but it took some doing, and I'm really proud how it came out. I then added more space to the top of the frame to allow room for the copy.
• Ingredients - This was a complicated Label Swap image in photoshop. The Box and the bottle both had new labels refitted in photoshop, which for the bottle meant craftily erasing the original logo while keeping the natural light reflections on the label. It's a very subtle detail, but it took some doing, and I'm really proud how it came out. I then added more space to the top of the frame to allow room for the copy.
• Family - This was a composite of five images: three bottle-front images, a stock tabletop, and a photo of the distillery that I picked out of their assets. I pulled it all together and added the subtle details in the lighting, cast shadows, bottle reflections, and refracted backgrounds to ground everything into the scene, and left room to later add the copy.
• Lifestyle - This is a composite of 5 images: Stock photo of a yummy steak dinner, the top-down serve glass, the table, and the napkin. Lighting, shadows, and reflections/refractions on the bottle were added to ground everything together into the scene.
Bottle Front
Feature Claim
Awards
Ingredients
Family
Lifestyle
Below the Fold Imagery:
These images and the mockup below followed after the Above The Fold gallery to further inform the viewer on the brand, it's history, and some nice cocktails to enjoy with it. Everything was composited in Photoshop from the ground-up on these, minus the label swap.
• Hero Banner - This was a photo composite of about 6 different images.
• Neat Recipe - Same image composite from the ATF gallery above, minus the copy.
• Label Swap - Cropped and photoshopped the new label onto an old bottle photo, while keeping the existing underlying lighting on the label. This frame wasn't used in the end (it was an alternate), but I still like it.
• Hero Banner - This was a photo composite of about 6 different images.
• Neat Recipe - Same image composite from the ATF gallery above, minus the copy.
• Label Swap - Cropped and photoshopped the new label onto an old bottle photo, while keeping the existing underlying lighting on the label. This frame wasn't used in the end (it was an alternate), but I still like it.
Hero Banner
Neat Recipe
Label Swap
Bottle & Award
Below the Fold - Preview Mockup for Client:
Below is an example of a mockup we would send to our client, to show how the section would appear online.
