Luxembourg's Ardagh Group completes re-design of Jameson triple distilled Irish Whiskey bottle; new bottle revamped with London-based Design Bridge with many new features to sharpen its appearance, graphics

Graziela Medina Shepnick

LUXEMBOURG , October 9, 2012 (press release) – Ardagh Group has completed a re-design of the famous Jameson triple distilled Irish Whiskey bottle, the world's No. 1 Irish whiskey. Working closely with Design Bridge, London, the design was extended across the range which includes 1.75Litre, Litre, 75cl, 70cl, 50cl, 375ml, 350ml, 200ml bottles and 200ml flask sizes.

Although the new bottle has been revamped with many new features to sharpen the appearance and graphics, the basic parameters of size and shape remain unaltered, so no change parts are required on the filling line.

These features required very precise and skilful handling by Ardagh’s product design team. The neck “smile” feature has been refined for greater visibility. Ardagh had to design this feature with great precision so that the molten forms would easily release as the moulds opened on the forming machine.

Ardagh carried out multiple trials to ensure the correct definition of the recess at the bottom of the front label panel that echoes the shape of the label.

Embossing was added below the shaped recess. The “Barrelmen” detail is very fine, and presented a challenge to reproduce within such a small space. The area of emboss had to be subtly tweaked to ensure it would not contact between bottles.

In addition, a detailed JJ&S embossed logo was required on the base of the bottle, but a concern was that this would limit any base inspection scanning. Ardagh therefore refined the base emboss to allow some inspection scanning and also incorporate elements of branding.

The Flask bottle within the range was also updated to incorporate the new label echo detail and embossing on front panel and base.

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