East London Liquor Company has launched its first blended whiskey — accompanied by a new package design from Thirst that seeks to challenge the category’s traditional codes.
Rather than leaning on heritage tropes, the design reframes “premium” through a distinctly East London lens. The brief: create a disruptive pack for an accessible premium blend that feels worth its price. Thirst’s answer is rooted in what it calls “Exquisite Clash,” a reflection of East London’s mix of grit and refinement, where old and new coexist.
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To build that authenticity, the team went beyond moodboards. Senior Designer Alex Page and the client explored the area on an “urban safari,” capturing textures, signage, and everyday details that informed the final design. The result is highly tactile and layered, combining embossing, foil accents, spot varnishes, and bold typography. From a distance, the bottle stands out; up close, it delivers depth and craftsmanship, materiality and detail.
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“Whisky can feel like it’s trapped in an old-world idea of premium,” says Sam Cutler, Creative Director at Thirst. “This needed to feel worth it without becoming precious. East London has a premium all of its own, built on contrast, character and authenticity, so we designed a label that carries real depth. You notice it from across the bar, then it earns the price when you pick it up.”
Adds founder Alex Wolpert: “The launch of our first blend was a big step change for us as whisky makers. It sees us bring our signature flavor-first approach to as many whisky drinkers as possible. We wanted this release to build on who we’ve always been, while signposting something very new in our line-up. Letting new eyes under the hood of your brand is always an interesting exercise. The process was a healthy interrogation of what makes up the fundamental DNA of East London Liquor…”
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Thirst is a creative partnership that works globally from Glasgow and New York “with a team selected for talent, not timezone.”
