King Charles blended whisky debuts new look
Quality Spirits International (QSI) has unveiled a refreshed visual identity for King Charles blended Scotch whisky, named after 1600s English King Charles II.
The makeover of King Charles blended whisky’s packaging aims to increase the brand’s potential in core markets and align with its positioning.
The new design is said to better support the brand’s story, which pays homage to King Charles II and his reign, during which science, culture, and art were revived in the 17th century.
Drawing inspiration from the grand and intricate artistic style of the Baroque period, the design features an ornate label with golden flourishes and hand-drawn imagery that reflects the opulence of the era.
In a nod to the style of Chiaroscuro, famously employed by Baroque artists, the label utilises light and dark contrasts.
According to the brand, the refresh has received excellent feedback from retailers and distributors worldwide since its debut in April.
Salim Aziz Farhat, managing director of Dubai-based Vintage International Services, said: “The packaging refresh for King Charles Whisky exudes regal sophistication – bold yet refined. A design truly worthy of the name, capturing tradition and modern elegance in every detail.”
At the Scotch Whisky Masters 2023, King Charles blended Scotch whisky was recognised with a Gol medal.
QSI is a Scotland-based private whisky label supplier, distributing to more than 70 countries.
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