When Graphic Brands and Reflex were approached to develop the Bagsby & Blair labels for their premium whisky range, the ambition was clear: develop a label that captured the premium character and refined identity of the brand.
What followed became far more than a label project. It evolved into a showcase of technical innovation, creativity and award-winning execution.
Material Exploration at Proof+
Every exceptional label begins with the right foundation.
Working closely with the client, our collaboration started at Proof+, where extensive material testing and live prototyping sessions allowed the team to explore a wide range of textured stocks and premium finishes.
After multiple rounds of hands-on evaluation and live proofs, an elegant off-white material with a tactile surface was selected. The subtle texture complemented the premium positioning of the whisky while delivering a refined, understated luxury that aligned perfectly with the Bagsby & Blair brand vision.
Precision Print Production & Hand Finishing
Graphic Brands supported the initial design development and consultation process, ensuring every element of the concept was fully optimised for premium print production.
With the designs approved, production moved to Reflex Label+ Keighley, where the labels were brought to life on press.
The team embraced an entirely new die setup alongside unfamiliar luxury materials, carefully adapting the production process to maintain the exceptional quality and handcrafted feel required for the project. Every stage was executed with precision to ensure the finished labels reflected the premium nature of the Bagsby & Blair brand.
Elevating Detail Through Micro-Embossed Foiling
The client requested a subtle linear texture within the foil detailing, a feature intended to add depth without overpowering the overall design.
Rather than simulate the effect through print, the Proof+ team developed an entirely tactile solution. Through expert consultation on foil shade selection and die engineering, a bespoke micro-embossed line texture was integrated directly into the foil die itself.
The result was a delicate yet highly sophisticated finish that introduced both visual depth and physical texture to the label. This innovative enhancement became one of the defining premium characteristics of the final design and exceeded the original creative brief.
A World-First in Sequential Foiling
One of the most ambitious aspects of the project involved the bottle numbering system.
The client wanted every sequential number to appear in foil, not printed ink, to maintain a luxury aesthetic across all limited-edition bottles. Achieving this presented a significant technical challenge that had never previously been solved at this scale.
Following production at Reflex Label+ Keighley, the team at Proof+ engineered an entirely new sequential foiling process in collaboration with Arden Dies.
A total of 961 uniquely numbered labels were successfully produced with fully foiled sequential numbering, marking the first successful implementation of this process anywhere in the world.
Premium Product Photography & Brand Imagery
To complete the launch, the team at Graphic Brands delivered a high-end product photography shoot, creating premium marketing assets that supported the brand’s digital presence and launch campaign.
Award-Winning Recognition
The Bagsby & Blair project quickly gained recognition within both the print and whisky industries for its innovation and design excellence.
2025 –
FIA UK Awards – SILVER– Labels Printed with a Complimentary Process
2026 –
The World Whiskies Awards recognised the Bagsby & Blair project with multiple major honours:
GOLD – Best Label Design (United Kingdom)
GOLD – Overall World Best Limited-Edition Design (World)
GOLD – Best Limited-Edition Design (Scotland)
GOLD – Best Range Design (Scotland)
GOLD – Best New Launch Design (Scotland)
SILVER – Best Bottle Design (Scotland)
End-to-End Execution
The Bagsby & Blair whisky project stands as a true example of what can be achieved when expertise and technical innovation come together across the entire Reflex Group.
From tactile material selection and micro-embossed foil detailing to pioneering world-first sequential foil numbering, every stage of the project was driven by precision.
