PROJECT:

Westland Distillery and Seattle Kraken Whiskey Packaging

Westland Distillery partnered with the Seattle Kraken as the team’s official local whiskey, releasing two limited-edition bottlings across retail and tasting room distribution.

The packaging was developed around a narrative concept, The Search for the Seattle Kraken, unfolding across two releases. The first establishes tension and anticipation, while the second captures the aftermath of the encounter, centering on the resilience of the ship’s captain amid destruction.

The Kraken’s brand guidelines intentionally obscure the full creature to preserve a sense of mystery. These illustrations rely on implication rather than reveal, using scale, motion, and atmosphere to suggest the presence of the Kraken without ever fully depicting it.

The label system was designed to function both as standalone packaging and as part of a broader campaign, with artwork extended into animated assets across digital platforms.

The result is a cohesive, story-driven whiskey packaging system that bridges product, narrative, and brand while reinforcing the mystique of the Kraken and creating a distinctive and collectible retail experience.