THE TWELVE ELEMENTS

WORK

Redefining the Future of Luxury with The Glenlivet: The Twelve Elements

 

Commemorating its 200th anniversary, The Glenlivet - an iconis distillery nestled in Speyside, Scotland - launched The Twelve Elements, a collection featuring twelve vintage whiskies from 1974.

Marrying tradition with technology, international design agency JDO designed labels with imagery created with generative AI that pays homage to the essential elements that shape The Glenlivet’s exceptional single-malt whisky.

The designs of The Twelve Elements Collection celebrate the art of whisky making, encompassing both the spiritual and scientific elements: barley, water, air, the angel’s share, coopers, copper, distillers, earth, fire, time, and wood. Each element is vividly brought to life in AI-generated artworks—an approach involving extensive curation and iterative refinement that ultimately elevates each of the 12 bottles in this exclusive collection to investable pieces of digital and physical art.

"We were exciting when The Glenlivet invited us to explore the world of whisky, and we couldn't wait to bring their rich heritage to life in an entirely new way. Our challenge was to create a concept that balanced The Whisky Exchange’s mission with The Glenlivet’s timeless story, blending digital and physical interactions. The very near future is full of possibilities, and we hope our work has helped to position The Glenlivet at the forefront of this movement."

- Paul Drake, Founder and Creative Director at JDO.

Related content

WORK

GOING FOR GOLD

GOING FOR GOLD
WORK

SPRINKLE OF HOLIDAY

SPRINKLE OF HOLIDAY