Project summary

Branding
Strategy
Editorial design
Packaging design
Web design

Overview

In this collaborative project, we were a part of the team that had to envision how a modern whisky product should look like and what it should stand for. The idea was to make whisky more accessible to a new generation of whisky consumers that share modern values such as being curious, daring, and passionate about the companies they engage with.

The whisky business has done an excellent job of shaping the image of whisky culture over the last few decades. Identifying what consumers should look for in a whisky, what they should taste, and how they should characterize their experience. As a result, the brand landscape has become saturated and homogenized, with similar looks and sounds. While this isn’t always a bad thing, it has allowed for the creation of something unique.

We began by delving into the concept of “experience”, and how each person has their own distinct way of seeing the world. We wanted to discover a more accessible and inclusive approach of communicating with their audience rather than telling them what to taste and search for in a whisky. As a result, we came up with the positioning – “Experience Whisky”.

To introduce individual blends, the collaborative team raised a question – “What does the flavor look like?”. We ended up creating custom interface that would represent the taste and feel you might associate with the particular whisky.

Client comments

To cut a long tale short, the team took on a brief that had been a decade in the making and nailed it. They created a brand universe that was both authentic to what we intended to build and the finest distillation of the variety of ideas and stimuli that we’d briefed after taking the time to dig deep into our “why” and purpose. They’re trusted advisors and top-tier brand partners, and we’re delighted to have had the opportunity to work with them and to recommend them in the strongest possible terms, having worked with several agencies during my career, they are simply the experts of their craft.

Duncan M.

Co-Founder