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Tomatin reveals core range redesign

The Tomatin Distillery has rebranded its core range of single malt whiskies, which includes a variety of different ages and wood styles.

Following the development of a brand repositioning last year – ‘The softer side of the Highlands’ – Stirling-based Pocket Rocket Creative was appointed to design the new look and feel for the Tomatin brand, which is now being rolled out across all packaging.

With the intention of cutting through the saturated single malt market and capturing the proposition of the softer side of the Highlands, the end result presents an identity that uses earthier colours and a softer tone than the current pack along with a refined version of the present logo to create a fresh, contemporary identity while retaining the quality and tradition of the brand.

Incorporating the Monadhliath Mountains, the hills surrounding the distillery, on the base of the new bespoke bottles and cartons across the core range captures the landscape that is intrinsic to the brand and the whisky. Ultimately, the new packaging now better reflects the product inside, the distillery in which it was made and the people it was made by.

The rebranding follows the news that the company was named ‘Distiller of the Year’ at the Whisky Magazine’s Icons of Whisky Awards 2016, announced at a prestigious awards ceremony in Edinburgh on December 4.

“These are incredibly exciting and important times for the Tomatin brand” says Jennifer Masson, marketing manager. “Over the past few years we have invested a lot of time in rediscovering our distillery, our people and our values. We now have a far stronger voice and sense of identity and our rebranded packaging is the final piece of this puzzle in place. Having experienced dramatic growth around the world over recent years, it is great to receive recognition of our efforts with awards such as the Distiller of the Year – we, as a company, are all looking forward to seeing where 2016 and beyond takes this fantastic brand.”

Supporting the rebrand is The Tomatin Distillery’s new campaign, ‘Tomatin Life’, which is a celebration of the people, the place and the whisky. Launched online in November 2015 and launching to the consumer at Edinburgh Waverley on the December 16, Tomatin wishes to invite their customers to appreciate the tradition, passion and personality behind the bottle and learn more about the traditional lifestyle of distillery workers and whisky craftsmen in their quiet corner in the heart of the Highlands.

The new core range packaging is being revealed to the trade this month and will be rolled out worldwide in March 2016.



7 December 2015 - Felicity Murray The Drinks Report, editor