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Redbreast’s second life pack: From “coffret” to bird feeder

Katie Nichol

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Redbreast’s second life pack: From “coffret” to bird feeder

Tapping into the trend for packaging that can be repurposed, design agency Nude Brand Creation came up with a secondary pack for Irish whisky brand Redbreast that doubles as a hanging bird feeder. GPA Luxury brought the design to life.

For its 12 years old expression, Redbreast’s limited-edition secondary pack (GPA Luxury), designed to be kept and repurposed as a bird feeder, was created as part of a charity campaign with bird conservation network BirdLife International.

While GPA Luxury previously made coffrets for Redbreast in wood and paper, the supplier this time opted for leather and metal. The copper anodized aluminum pack features the Redbreast logo debossed on the shoulder, branding lasered on the front panel and a cut-out herringbone pattern designed to bring to mind bird feathers. This metalwork construction affords a glimpse of the bottle when the pack is used as a case, and also enables it to be repurposed as a bird feeder.

The case consists of two parts that securely lock together: a cylindrical top and a flat circular base. The top section is placed over the bottle and locked into the base by twisting. To transform the pack into a bird feeder, the consumer removes the bottle and pours bird feed into the top; a small cap held in the bottle punt fits onto the top to keep the feeder closed.

 

A leather strap – color-matched to Redbreast’s signature red and branded with copper foiling – allows the feeder to be suspended.

Just 2,000 of the cases were produced, retailing at €60; €15 from each purchase goes to BirdLife International.

Component

DesignNude Brand Creation

Component

Metal bottle holder/bird feeder GPA Luxury

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