Design Portfolio Background
Drinks Branding: Dalwhinnie
Background
Our design brief from Diageo:
To create a ‘template for the future’ for their suite of super Premium, Dalwhinnie Single Malt whiskies.
To establish a distinctive look which will underpin the rarity and exclusivity of the product and allow for the addition of younger and older releases over the coming years.
Solution
To answer the wide remit of the brief we initially evolved a holistic brand architecture which took an overview of the long term requirements. We translated this into an age hierarchy which retained a family feel but allowed room for differentiation and an individual ‘value profile’ for each release.
By establishing a palette of visually subtle ‘anchors’ for the brand - choice of colours, materials, finishes and a stripped back ‘personality’ we structured the Dalwhinnie Super Premium brand to deliver a flexible longevity for ongoing product development.