Nude Brand Creation introduce the new packaging for 叠川The Chuan Pure Malt Whisky. Leading the way in a new category, this first-ever product of The Chuan celebrates the vision of Pernod Ricard to create a prestige malt whisky made in China.
The new packaging developed by Nude Brand Creation draws inspiration from the timeless architecture of the new distillery, designed by award-winning China-based architectural studio Neri&Hu. Most notably the circular tasting pavilion at the centre of the distillery. The distinctive brick pattern of the building is captured in a bespoke bottle with unique glass detailing and the shoulder details reference the shape of the building. The dome in the foot of the bottle creates a whisky coloured disc in the base, reminiscent of the copper dish found inside the tasting pavilion. The neck shape is a re-definition of the iconic ’still neck’ associated with Scotch Whisky, and a reference to the two unique and hand-crafted copper pot stills found at the distillery.
The 360 degree experience of the tasting pavilion is also encapsulated in the label that wraps around the bottle. The graphic label features the iconic Emei Mountain that overlooks the distillery, a stunning UNESCO World Heritage Site and the inspiration for much of the distillery architecture. The full label illustration features both the mountain and the water, illustrating the meaning behind the name 叠川The Chuan which celebrates the duality between the mountain and water.
The bottle is finished with a stone stopper that is topped with a circular icon, another reference to the architecture and the footprint of the tasting pavilion. The bottle is presented with an outer box that brings the story of the label to life.
Brian Ng, Innovation Director Pernod Ricard Asia said “Nude have been a fantastic partner for us over the duration of the project. They have deeply understood the philosophy behind the distillery, and developed an iconic piece of packaging.”
Tony Enoch, Creative Partner at Nude Brand Creation added “to be a part of this project has been incredible and we are extremely proud of the bottle. It is very rare you are involved in the very beginning of a brand like this, and to develop the packaging whilst the distillery is still being built. We have worked with some inspiring creative partners along the journey and it was a privilege to be invited to the opening of the distillery and to celebrate with everyone involved.”
By its name and nature, The Chuan embodies the rich and layered terroir and local craftsmanship. Chinese ingredients have been fused into high-standard whisky making, such as the use of both European and Chinese barley and the unique mastery of three types of oak from three continents that defines its complexity. Alongside Bourbon casks from America and Sherry casks from Spain, proprietary 单岭 Chinese Single Oak casks are used. The timber is logged from northeast China’s famed and protected Changbai Mountain in extremely few quantities and crafted into casks.
The Chuan Pure Malt Whisky will be available in selected channels in China from rrp 888 yuan ($124).
Source: Nude Brand Creation
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