Iconic whiskey brand Laphroaig has unveiled redesigned packaging for its whole line of Islay single malts. Take a look.

The new packaging gives the Laphroaig brand a consistent and recognizable look for its whiskeys. Beam senior global marketing director Michael Cockram says the redesign strikes a balance between the brand's signature look and the need for a more contemporary feel, "We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience.”