"Water of Life"

Inspiration for this project came to mind one evening after many hours of work in the darkroom. Needing a break, I poured myself a whisky. The bold, smooth flavours barely had a moment to swell the back of my throat before I noticed a glitter of light bouncing off the near-empty whisky bottle. Oddly unmindful of its shape in the past, I marvelled at its elegant design. I then tucked in another shot of what remained and had an idea.

The next day, I made arrangements with a local pub to pick up an assortment of their empty whisky bottles. Removing the labels was the first challenge. In due course, I discovered that these overlooked and discarded (hopefully recycled) glass containers were — apart from carrying liquid sunshine — designed with a purpose. Not only does a bottle have to conform to all legal requirements, but it goes through a rigorous branding process.

It’s true. Looks matter. The design of a whisky bottle is very important. Many brands are simple and stylish. Others, innovative and intriguing. Some ... well, they appear destined for a fashion runway show!

Content vs. Marketing: does one buy whisky or the packaging?

Good question. “Single malt. Make it a double, please.”