The redesigned packaging of the Imperial brand of whisky expresses refined masculine strength, both visually and haptically. The glass design of the front and back of the bottle with its diamond angle cut promotes the new identity of a modern, luxurious appeal. To support the refined masculine appearance of the product, further elements were added, such as different bottleneck rings and a metal frame around the sides of the bottle. The crystalline bottle and its strong metallic components form an aesthetic contrast to the warm and deep tones of the whisky. The product range comprises four whiskies, with bottle designs that differ in terms of colouring, print and material combination.