Our idea was to have The Courage to Reinvent Whisky: to match the radically experimental nature of the project with an approach to visual design and packaging craftsmanship that freed single malt from its usual constraints.

For the ‘#1 IPA Experiment’, we sprayed the bottle beer-bottle brown and used craft paper on the label and secondary tube packaging, and copper on the secondary tube, to evoke craft beer and handiwork cues. In a world full of whisky information, we stripped back the design and copy to their bare essentials, developing a bold beer-inspired typography for “IPA” to match the legendary deer logo. ??For ‘#2 Project XX’, a project shrouded in secrecy, Glenfiddich’s Malt Master – Brian Kinsman – invited 20 whisky experts from around the world to select any expression of their choosing from the thousands of stacked casks. Given their key role, we created one ‘imaginary’ thumbprint based on all their thumbprints and made it a central device in the structuring of the design. We used a colour palette of grey and charcoal to emphasise the project’s secrecy, and copper (reflecting copper stills) to highlight

In line with the brands strategic objective of the launch, there is a significant positive halo brand image impact; with media headlines previously unheard of for the brand such as “Glenfiddich finally making single malts cool again” and “Glenfiddich rewrites the whisky rulebook”.?

Feedback from markets indicates the launch has been a considerable success with reaction amongst whisky influencers, consumer media, trade and consumers overwhelmingly positive.  Sales of IPA Experiment and Project XX have heavily exceeded forecasts and will contribute an incremental profit in 2017.