Project Description

Lucas Bols:
J.H. Henkes Whisky and Gin
Lucas Bols approached Skyne to develop premium packaging, with the main aim to harmonize the bottles of 5 different products.
Lucas Bols is world’s oldest distilled spirits brand and one of the oldest Dutch companies still active.

Skyne developed a new bottle that captures a sense of authenticity and discernment, whilst at the same time adopting an elegant and refreshing feel. Based on our knowledge we did not develop ‘just’ a beautiful bottle, the design also took into account smart solutions to improve the production process. The design of the labels perfectly captures the company’s rich history, quality and craftsmanship.

Result

By creating a single bottle shape for the 5 different products. By using a different glass color and unique label, each product can be made distinct, and seamleassly fit within a uniform and recognizable brand range.Because of the clever bottle design, the glass needed for production could be reduced with 50%, while at the same time maintaining the required strength and stability on the production line. This led to significant savings on raw material and a more effective production process.

The design of the label was well-received by the client, resulting in a full redesign of the J.H. Henkes identity. Additionally, the scope of the project was extended to packaging design of Henkes mixed drink cans and a targeted launch campaign for the African market.

Insights and opportunities: Brand assessment, Target audience research / Strategy and story: Packaging consulting / Concept and design: Brand identity design, Bottle design / Implementation and activation: Project management

“The new packaging was extremely well received and sales reflect that by being up big time! This result is the best way to measure the added value of Skyne.”

Changing the packaging of any spirits brand is not an easy exercise. Packaging is your main advertising tool, with its year long presence in bars but also supermarkets. It should convey the value of your brand, the history, the quality and should make your consumers proud. It becomes even more challenging when you have limited consumer research tools to help you make the right decision.

These are the key reasons as to why I contacted Skyne. Dutch by origin, just like Henkes, but also based in Dubai, with rich experience in working with brands sold in Africa; one of Henkes’ core target markets.

The challenge was enormous: to change the packaging design, giving it a modern outlook whilst respecting the brand’s core heritage. We had to elevate the premium look and feel, keeping it insync with the brand attributes, ensuring that the consumers were even more enthusiastic to buy the brand. The end design had to keep us ahead of the game against all competitors, enabling us to stand out form the crowd in the new countries and markets we decided to launch in.

Guenael Fily
– Commercial Director Lucas Bols