PROJECT:

7th Annual Peat Week Packaging

Each year, Westland Distillery hosts Peat Week, a week-long festival celebrating its peated whiskey program through events, competitions, and a featured annual release.

The commemorative bottlings are built around a rotating theme, with past releases drawing from circus and sideshow-inspired worlds. For the seventh iteration, the concept centered on Füstos, a fictional escape artist inspired by the legacy of Harry Houdini.

The visual system was developed to bring this character to life across both packaging and campaign touchpoints. The label design features Füstos prominently, paired with custom typography that reinforces the theatrical tone of the release.

Beyond the bottle, a full suite of illustration and typographic assets was created to support the broader campaign, extending across digital, environmental, and printed materials including tasting mats, press kits, tickets, and cocktail menus.

The result is a cohesive, narrative-driven system that transforms an annual product release into an immersive brand experience, reinforcing Westland’s identity while creating a distinct moment for each year’s expression.