New pressure-sensitive label helps define iconic bottle and brand equity

VAT 69 Scotch Whisky

It was in the 1980s that the VAT 69 bottle shape departed from its longstanding identity to go with a light-green, straight-sided and high-shouldered sherry-shaped bottle and reworked label. The only visual cue linking back to the original brand identity was the stencil-treatment font for the VAT 69 name and its slightly canted placement. The old label was glue-applied.

The prime label needed to convey the traditions of the past, while providing some modern updates for re-establishing the VAT 69 brand. The best palette for this treatment was Fasson Bright Silver Foil facestock from Avery Dennison Label and Packaging Materials. The material is a white, wood-free printing paper laminated to a top-coated aluminum film.

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