{"id":15228,"date":"2025-10-13T15:29:37","date_gmt":"2025-10-13T08:29:37","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/contagious-designs-dot-dash-bottle-for-feminist-whisky-feddie\/"},"modified":"2025-10-13T15:29:37","modified_gmt":"2025-10-13T08:29:37","slug":"contagious-designs-dot-dash-bottle-for-feminist-whisky-feddie","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/contagious-designs-dot-dash-bottle-for-feminist-whisky-feddie\/","title":{"rendered":"Contagious designs dot-dash bottle for feminist whisky FEDDIE"},"content":{"rendered":"

Contagious<\/a> has created a striking bottle design for a Norwegian whisky brand funded entirely by women.<\/p>\n

The Edinburgh and Glasgow-based studio created the brand world and packaging for FEDDIE, using design to capture and communicate the movement that drives the company.<\/p>\n

It was, FEDDIE\u2019s CEO Aina Lemoen Lunde explains, a challenging brief.<\/p>\n

For a start, Norway has \u201cthe strictest alcohol legislation in the world when it comes to advertising,\u201d so there is a lot of pressure on the product.<\/p>\n

\u201cYou can\u2019t really express the brand anywhere else, except from the packaging, which makes that space crucial,\u201d Lunde explains.<\/p>\n

Secondly, the distillery is located in Fedje, a remote island off the west coast of Norway. It takes Lunde ten hours, using train, car and ferry, to get there from her home in Oslo, but it\u2019s worth the trip.<\/p>\n

She says the \u201ccrazy wild beauty\u201d of its home had to shape the brand, with a strong focus on sustainability, as did its relationship with the people who live there.<\/p>\n

Contagious\u2019 brand work for FEDDIE whisky<\/p>\n

And thirdly the brand needed to communicate the gender politics behind founder Anne Koopang\u2019s vision. Only women are allowed to invest in FEDDIE, in a bid to encourage more women to develop portfolios.<\/p>\n

\u201cEven though Norway is ranked as the most gender equal country in the world, 80% of the stock exchange is owned by men,\u201d Lunde says. \u201cThe founder wanted to nudge more women to start funding companies. Today we have 1,000 \u2013 soon to be 1,200 \u2013 female investors, and they are a really important part of our identity.\u201d<\/p>\n

\u201cIt was certainly a challenge,\u201d laughs Contagious\u2019 creative director James Hartigan. He says the first phase of the work was to clarify the portfolio architecture, and to identify the core pillars of the brand.<\/p>\n

\u201cThey were all there, but there wasn\u2019t a clear framework,\u201d he explains.<\/p>\n

As the work developed, they also had to think about building Norwegian whisky as a category, both in its homeland, where it launched in 2023, and abroad. FEDDIE just last week launched in the UK, and is also available in Sweden and Switzerland.<\/p>\n

<\/a>
\n<\/a>
\n<\/a><\/p>\n

The team visited Fedje, where the challenges facing the local community reminded them of the issues closer to home on the Scottish islands. But ultimately it was the investor angle they decided to hone in on.<\/p>\n

\u201cThe island story didn\u2019t really stand them apart, because they are lots of island spirits,\u201d Hartigan says. \u201cBut there was a lot of strength in this idea of it being powered by women, especially in the spirits world.\u201d<\/p>\n

For the brand design, Hartigan says they wanted to stay \u201cvery true to the brand\u2019s Nordic roots, to create something that felt very utilitarian, but also modern and progressive.\u201d<\/p>\n

Contagious\u2019 bottle design for FEDDIE<\/p>\n

The main target audience for the whisky is men, but they wanted to burnish the brand\u2019s feminist credentials too.<\/p>\n

\u201cSometimes with brands that are very forthright in saying that they\u2019re female-owned, there is a misconception that they\u2019re just for women,\u201d Hartigan says, \u201cWe wanted to be very clear from the beginning that it wasn\u2019t just for women \u2013 it\u2019s for everyone.<\/p>\n

\u201cBut we were quite steadfast in having the line, \u2018Powered by women\u201d on the packaging, knowing that that would be divisive to some people. If that was a problem to someone then fine, they\u2019re not our people.\u201d<\/p>\n

To bring the brand story to life, the bottle features 750 dots, which was the number of investors at the time of production, and 521 dashes \u2013 one for every Fedje resident.<\/p>\n

Detail of Contagious\u2019 bottle design for FEDDIE<\/p>\n

People often think the design references the movement of the waves, Hartigan says.<\/p>\n

\u201cBut what we were actually trying to get across is the movement of FEDDIE, in terms of the women, and what it\u2019s doing for the island.\u201d<\/p>\n

In the future, when the bottle mold needs to be renewed, these visual elements will be expanded to reflect the up-to-date numbers.<\/p>\n

\u201cWe are committing the cause of the brand into the glass, into the actual fabric of the packaging,\u201d Hartigan says. \u201cOver time, these bottles will morph and grow as the brand morphs and grows as well.\u201d<\/p>\n

This texture also creates an immediate interest designed to catch shoppers\u2019 attention. \u201cIt has to look beautiful,\u201d Hartigan says. \u201cBecasue as soon as you get someone to pick it up, you\u2019ve won the battle. You need a sense of intrigue to draw people in, and then they can engage with all the storytelling.\u201d<\/p>\n

<\/a>
\n<\/a><\/p>\n

The design team also worked hard to ensure the product\u2019s carbon footprint was as low as possible.<\/p>\n

There\u2019s an aluminium screw-top instead of a cork \u2013 because cork can cause issues in recycling chains \u2013 and they made the bottles as light as possible, even though that goes against the traditional luxury codes in premium spirits, where heavy glass signals quality.<\/p>\n

The challenge was to combine these design elements, which are usually associated with cheap own-brand spirits, in an elegant and engaging way.<\/p>\n

When it launched in Norway, FEDDIE sold out in two weeks, and this year sales are already up 50%. For Lunde, the packaging has been a key part of this initial success.<\/p>\n

\u201cIt feels like everything falls into place,\u201d she says. \u201cThey have managed to make the full story very intuitive for customers.\u201d<\/p>\n

Contagious\u2019 brand work for FEDDIE whisky
\nThe FEDDIE distillery<\/p>\n

\nWhat to read next: <\/strong>Only rebrands iconic hi-fi company Cambridge Audio for a new era<\/a> | Derek&Eric heroes \u201cthe dude\u201d logo for innocent\u2019s brand refresh<\/a> | Too Gallus redefines Skintruth beauty products through complex rebrand<\/a> | The big design winners at this year\u2019s D&AD awards<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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