Highland Park’s Fire Horse Gift Pack: A Limited-Edition Packaging Review

Highland Park’s Year of the Fire Horse gift box appears here closed. The special Lunar New Year packaging was created by London design studio Butterfly Cannon for Highland Park (Edrington) to celebrate the Year of the Horse. The limited-edition boxes cover the 12‑, 15‑ and 18‑year‑old whiskies (in purple, orange and red) and use a horse motif and gradated colours to evoke strength and Orkney’s windswept skies. Notably, the outer sleeve “literally comes alive in the hand” – as the sliding side panel is pulled out, the pack animates a galloping horse graphic through layered paper effects. This highly tactile design is aimed at affluent, millennial whisky drinkers in Asia, combining brand storytelling (Highland Park’s Orkney heritage) with a striking visual surprise.

The inside view of the Year of the Horse box shows the sliding panel. Butterfly Cannon engineered a double-layer, laser-cut, plastic-free paper box to achieve the effect. As the side of the box is opened, laser-cut slats reveal sequential animation frames that make the horse appear to move. This uses a classic Moiré animation effect – essentially an optical illusion from overlapping patterns – to give the impression of motion. As the creative director Thomas Lacey explains, the team “used one of the oldest forms of animation, called a Moiré effect, creating a pack that comes alive in your hands”. In practice, the sliding action and vibrant inner artwork (visible through the slots) create a memorable unboxing moment that reinforces the Fire Horse theme.

The packaging also aligns with current sustainability goals. Highland Park’s brief to Butterfly Cannon included a mandate for 100% paper-based, plastic-free materials. The result avoids any plastic lenticular or film layers – an uncommon choice in whisky gift packs – opting instead for recyclable cardstock. This allows the brand to tout an eco-conscious design without sacrificing visual impact. In terms of brand fit, the motion and colour gradients (deep purple for 12yo, sunset orange for 15yo, fiery red for 18yo) are said to capture Highland Park’s “wind-swept Orkney home” and bold spirit. The regional marketing manager notes that the pack “has captured Highland Park’s ethos, our unique Orkney home and the essence of the Fire Horse” in a way that feels “contemporary and engaging”. It is “designed not just to be seen, but to be experienced,” she adds.

The Fire Horse edition is a short-run regional release. It debuted in early 2026 for Lunar New Year, available only in China, Hong Kong, Taiwan and Singapore. This mirrors other brands’ Lunar-focused strategy: for example, Tamdhu’s Year of the Horse single malt uses traditional red-and-gold zodiac artwork by artist Page Tsou, and GlenAllachie’s Year of the Horse 13‑year release featured packaging by artist Kayley Barbour. Unlike those static designs, Highland Park’s pack stands out by prioritizing movement and interactivity. Its dramatic build-out and animation help it capture attention at retail or on social media, differentiating the core whiskies in a crowded celebratory season.

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Key Takeaways for Brand Owners

• Interactive design drives engagement. A moving or “surprise” element (like the Moiré animation here) can make a gift pack memorable. It encourages social sharing and repeat handling by consumers, which helps brand recall. Highland Park’s use of an unusual mechanical paper effect illustrates how packaging can become an experience rather than just a container.
• Align packaging with brand narrative. The Fire Horse pack visually ties into Highland Park’s story (Orkney’s elemental nature, the zodiac symbol) to reinforce brand identity. This consistency between design and heritage (“wind-swept” island vibes, fierce horse symbolism) strengthens authenticity. Any brand planning a special pack should ask, “Does this look and feel true to our values?” Highland Park succeeded here by linking the horse motif to its “Different by Nature” ethos.
• Emphasize sustainability. Plastic-free design is a growing consumer expectation in spirits packaging. Highland Park’s all-paper solution both meets that expectation and avoids the negative impression of single-use plastic. Citing this initiative can add marketing value. Brands should weigh any incremental cost against consumer goodwill; in this case, the premium nature of the pack and its limited edition status likely justify the expense.
• Consider target markets and timing. Highland Park limited the release to Asian markets ahead of Lunar New Year, recognizing where the zodiac theme has greatest resonance. Marketers should similarly plan geographic rollout and timing around cultural events. If your brand is global, decide whether to adapt the design for Western markets or keep it regional.
• Budget vs. impact. Complex structures (laser cuts, sliding mechanisms) raise production and logistics costs. This design was likely only cost-effective because Highland Park’s core whiskies carry high price tags and the run was limited. Smaller brands must weigh the novelty benefit against cost – interactive packs may fit only for special releases, anniversary editions or high-end expressions.
• Competitive differentiation. As a luxury whisky, Highland Park needed to stand out among other Lunar releases. Many competitors used static illustrations or designer labels, whereas Highland Park’s “moving pack” is unusual. When planning a campaign, research competitors’ recent special editions. If most are static, an interactive approach can signal innovation.

Highland Park’s Year of the Fire Horse box shows how inventive packaging can extend a brand’s story and create a memorable customer experience. For marketing leaders, the lesson is that packaging can be more than decoration – it can be an engaging brand touchpoint. By combining craftsmanship (laser cutting, precise assembly) with storytelling (Orkney winds, zodiac symbolism) and sustainability (no plastic), this release adds premium value to existing products. Other spirit brands targeting gifting seasons or lifestyle-driven markets may find similar interactive ideas worth exploring, always ensuring the execution fits the brand’s positioning and audience.