A new brand for GPA Global

Case study

Roe & Co

Earlier this year, Diageo launched a brand new Irish whiskey, Roe & Co. Designed with cocktail-making in mind, this blend of malt and grain whiskeys has been aged for at least five years in bourbon casks and is finally ready to enjoy.

About the project

To celebrate its arrival on the mixology scene, Diageo wanted to produce a limited edition wooden cocktail case. Crafted from bamboo, this hand-finished box boasts a strikingly raw and simple exterior, offset cleverly by the bold green border and etched Roe & Co logo. The front panel slides out smoothly to reveal the Roe & Co bottle, and has been cleverly designed to double as a cocktail preparation board. The natural antiseptic properties of the bamboo make it ideal for food preparation – whether you’re slicing

limes or piercing that perfect green olive. Inside, the whiskey is held tightly in a black EVA foam fitment; remove the front panel, and the Roe & Co bottle is effectively framed by that striking green border on the exterior of the case. Incidentally, that green is known as “verdigris” and was inspired by the oxidised copper roof of the iconic St Patrick’s Tower, part of Dublin’s Roe Distillery.

Our Process

Here’s how the GPA team delivers our smart and inventive display and packaging solutions.

  • 01

    Concept to design

    Meet with client to define and discuss needs, and fill out project detail form.

  • 02


    Design package PDQ, pallet, and display configurations if needed. Provide renderings and layout proposals.

  • 03


    All products are manufactured in-house utilizing our full range of materials and equipment.

  • 04


    Work closely with client to understand likes and dislikes. Design team revises renderings until perfect.

  • 05


    Provide production grade prototypes and additional visual aides for promotions and trade shows if needed.

  • 06


    Massive space and labor capabilities in our Chinese and North American premises, ready to go when you are.