Jones Knowles Ritchie Presents Jura 1984 Vintage

 

In 1984, Jura casked a small quantity of excellent single malt whisky and thirty years later, released Jura 1984 Vintage. The luxury single malt honours the connection to the writer George Orwell, who wrote the novel Nineteen Eighty-Four whilst staying on the Scottish island of Jura. The idea of censorship, menace and mistrust gave rise to the design concept of ‘Nothing is what it seems’: an idea that in turn inspired the campaign through the line. 

 

“Playing on the core theme of censorship, we wanted the design of Jura 1984 to reflect a sense of oppression and mistrust. This idea was expressed through redacted text achieved by die cutting the outer box so it would ‘censor’ the words on the bottle within. The result was two texts with very different meanings; the outer dark and menacing, the inner bottle text hopeful and poetic. Using this idea across all branded platforms enabled us to reinforce the idea of hidden meanings and dualities through the design”, said Sean Thomas, Creative Director at jkr London.

 

1,984 bottles of Jura 1984 Vintage are on sale now priced at £750 from all good whisky specialists.