Oaken Glow is a bold, peat-fired whisky for an unconventional, youthful crowd — in a market of smooth, sweet blends. Yet premium liquor packaging plays it safe: dark, serious, and interchangeable. The pack had to feel as rule-breaking as the whisky inside, while staying unmistakably premium.
Strategic thinking: The insight make the pack the spark, not just the shell. All a party needs is a little spark, and Oaken Glow's fire-born character gave us the metaphor. By drawing on the iconic Zippo lighter, form and flavour become one story and the pack turns into a social object worth carrying and showing.
Creative solution: Two 180ml bottles housed in a Zippo-inspired structure, where the opening mechanism evokes the flick of a lighter so unboxing literally becomes striking a flame. Bold, dynamic, and warm, the design captures the spirit of fire while staying premium, making the pack itself the invitation to start the celebration.
Nitin Srivastava Chief Creative Officer (CCO) at Ogilvy Gurugram
