case study
Whyte & Mackay
Product branding, design and launch

Packaging design


Advertising campaign


Brochures and print collateral

Built environment design

Photography and still image

3D visualisation

Recreating a lost Antarctic treasure
In February 2007, after almost a century entombed in thick ice beneath Shackleton's expedition hut in Antarctica, three crates of long lost whisky were discovered. In 2012 the first edition of the recreation - Mackinlay's “Enduring Spirit” - was released in a limited edition quantity of just 50,000 bottles.
But it proved so popular that the following year the client Whyte & Mackay decided to produce a second edition and production run of 100,000 bottles. As part of its release, a suite of design elements was required, including packaging, messaging materials, a website and travel retail displays across Europe, the Middle East and India. Over the course of nine months, these elements were developed, refined and finally produced.
A dedicated microsite was also developed that  allowed viewers to discover both the whisky’s original journey along with the crew of Shackleton’s expedition and the story of its subsequent discovery and re-creation. And as a final footnote to the Enduring Spirit’s journey, the packaging itself became the recipient of the prestigious Chairman’s Award at the First Annual Drum Design Awards in London.