There’s a new generation of whisky distilleries breaking free from tartan, aged oak, and crests. Bruichladdich’s X4+18 packaging, designed by Thirst, is a fully committed example of where it can actually go.
The brand’s visual language is built around the idea of making the invisible visible, translating quadruple distillation through four abstract geometric elements: an X, a triangle, a circle, and a dot, that overlap and evolve across the deep label. It starts to feel like a piece of generative art inspired by physics diagrams and 1970s avant-garde poster design.
The identity is designed as a scalable series rather than a one-off, with each future edition inheriting the four-element framework and reinterpreting it through new colorways, so every bottle in the series can stand alone while feeling part of something bigger.
