New Glenmorangie Packaging Evokes Sunset Over Madeira

Glenmorangie Bacalta, Scots Gaelic for ‘baked’, is the eighth addition to Glenmorangie’s Private Edition range. The single malt scotch whiskey is extra-matured in rare former Malmsey Madeira casks, which adds sweetness and flavor.  Taking inspiration from the sun-baked nature of the casks and the island they come from, ButterflyCannon used rich shades of yellow, orange and terracotta to convey the warmth and color of a Madeiran sunset.



To evoke the complex flavors of the whiskey, the firm overlaid an intricate, interlocking web of graphical motifs. Executed in spot varnish and accentuated by a subtle shift in the background gradient, the pattern shimmers. Agency design director Ben Cox comments: “The challenge was to balance communicating the story of the baked Madeira casks with premium single malt whisky cues. The design needed to reflect the complexity of the whisky and appeal to the sophisticated connoisseur, without appearing fussy and old fashioned. Executing intricate graphical patterns inspired by Madeiran crafts in a subtle spot varnish enabled us to do this in an elegant and contemporary way.”