Bloom has partnered with Diageo for the 6th consecutive year to design the 2019 special release malts collection: one-of-a kind, cask strength whiskies from some of Scotland’s most renowned distilleries.
In previous years, our approach has been more differentiated, with each design inspired by little known stories unique to each distillery. This year we reimagined the collection for a new generation through a more unified design approach, looking to increase collectability. We chose Flora & Fauna as our theme – a celebration of the wildlife surrounding the distilleries.
For the core range, we collaborated with artist Charlotte Day, who specializes in crafting beautiful botanically inspired illustrations, creating five packs with a rich, painterly illustration style. For the three most exclusive and expensive malts Bloom’s illustration director created three delicate and exquisitely detailed, line-drawing illustrations. For Mortlach, the most expensive and rarest, we adapted the line drawing into foiling to communicate its status as the pinnacle of the collection.
The illustrative detailing and colour palette of each design was carefully chosen to reflect both the unique flora and fauna surrounding each distillery, and taste profiles and characters. For example, Lagavulin’s powerful peaty flavour is represented by the majestic golden eagle and hardier flora, while Talisker’s design of seaweed and oysters reflects its Skye provenance and Made By The Sea story.
The collection launches October 2019 in travel retail across the UK.