2023 | Professional

MUSE Design Awards Platinum Winner

The Aodh

Entrant Company

The Craft Irish Whiskey Co.

Category

Packaging Design - Luxury

Client's Name

Country / Region

Portugal

A whiskey of near-mythical rarity, The Aodh is an ultra-rare, limited release of just 88 bottles that bring together taste, immersion, technology, and a bottle of futuristic brilliance. A dance of cask, time and skill to craft a whiskey of daring character, presented in a bottle that draws on technological innovation to elevate and astound.



Personal and meaningful, The Aodh’s bottle is held in an innovative electronic exo-display unit - the ultimate vessel of desirability and mythology.



Derived from the Old Irish for fire, Aodh is the legendary god of the underworld and eldest son of Lír, also holding a place in Irish mythology as a captivating seducer. With the whiskey’s rarity adding its own mythological character, The Aodh draws on these legends to tell its story.



Just like its namesake, The Aodh demands attention and adulation. Yet this ultra-rare whiskey is destined only ever to be owned by a rare few, with just 88 bottles released of this ultra-rare Irish single malt.



Presented in a dizzying spiral of gold, precious stones and glass, but with an innovative technological design that elevates it beyond the everyday, The Aodh is desired by all who look at it. The Exo-skeleton display is based on a winged chassis that locks the bottle in place, opened by a subtle touch sensor on the brass base and self-illuminated by several halo LED profiles and mirrored surfaces, coming together in a fluid graceful series of movements.



Bottle and Exo-Display share a similar concept: organic shaping with gold / amethyst detailing. Whilst the bottle received a delicate golden band with incrusted amethyst stones, culminating in a pocketed brass and obsidian closure, the display unit has the main structure with grooved and knurled golden details, where the arms receive the amethyst finished detailing. Mirror and LED in the main frame add further depth and sensorial richness to the entire experience.

Credits

Chief Design Officer
Tiago Russo
Design Director
Kátia Martins
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