Case 03 — Self-initiated concept
OBSIDIAN
Thirty years of patience, staged as a single mass of amber light.
01 — The problem
A 300-bottle single-cask release had to justify a four-figure price without tasting-note theatre or museum dust. Nobody pays four figures for adjectives.
What the buyer is actually buying is time — thirty years of it. Time is invisible. That was the design problem.
02 — The creative bet
“Sell time, lit as amber.”
The whole experience is lit by one mass of warm amber that deepens as you scroll down into the cask — distillation to bottling, 1996 to 2026. The liquid darkens year by year; the interface quiets as the age compounds. By the bottom, scarcity needs no copywriting.
03 — The experience
Frame 01
Descent
Volumetric amber thickens with scroll depth. The further down you go, the older the light gets — the page itself ages.
Frame 02
The years
A year-by-year timeline runs 1996 to 2026. Each year darkens the liquid one degree; world events pass in the margin while the cask ignores them.
Frame 03
Allocation
The close is an allocation, not a checkout: bottle number, cask signature, one decision. Scarcity staged plainly enough to be believed.
04 — The outcome
300/300
bottles allocated pre-launch
68%
waitlist opt-in after allocation
Concept work — outcomes are modelled targets, not measured results.
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