A REALLY GOOD WHISKY IS NEVER REALLY GOOD.

Box was a new distillery in Ådalen, Sweden, launching its first whiskies as The Early Days Collection, limited editions released through Systembolaget.

A new brand in an old category needs a voice before anything else. We built the launch on long-copy print: honest, slightly self-deprecating stories about a small distillery trying to get better every day. The Pioneer came with a warning that your first glass might be your last. The Challenger was named after the challenge of following a first whisky that wasn’t too bad.

Each bottle got its own story, and each story fed the bigger one: a collection, and a distillery, still in its early days.

Launch campaign · Tone of voice · Long copy · Print