It turned to Parisian design firm 2S Global Design to create packaging that would celebrate Japanese heritage and be more than just a box. The agency wanted to illustrate through the packaging the age-old traditions of Japanese whiskies along with the modernity of the brand.
The result was a box inspired by origami and himitsu-bako – puzzle boxes used by samurai to carry secret messages. The limited-edition box holds six bottles of Nikka Whisky, and can be configured into a variety of shapes. The box is both practical and a beautiful display case – one configuration turns it into a table top.
Packaging need not only be practical, it can be designed creatively to show off a brand's heritage. For more, see our Disruptive Packaging microtrend.