Purple Creative finds Glenfiddich's identity

Purple Creative has created a visual identity for Glenfiddich's Experimental series. As well as the visual identity, Purple created signature executions for the first two new whiskies in the range, the IPA Experiment, the first single malt Scotch whisky finished in IPA craft beer casks, and Project XX, a malt created by 20 whisky experts from 16 countries.

Gary Westlake, founding partner and creative director of Purple Creative, says: “The Experimental Series represents a new chapter within the wider Glenfiddich visual identity that we originally created in 2014; one where we have permission to express its maverick DNA. Purple’s look and feel was intended to truly shake up the more traditional whisky category. The identity represents a visual narrative of each experiment – graphically capturing the authentic journey from light bulb moment to final product – which will naturally change with every experiment.

"The visuals are a wonderful story-telling mixture of portraits, signatures, tasting notes, hand-lettering, photography, scientific equations, technical drawings, diagrams and key messages. We hope it’s beautifully eye-catching and expresses the diverse personalities behind each experiment.”

The creative elements of the campaign include hand-lettering and Purple developed two styles of illustration, drawn by Silke Werzinger and Demon Studio: to capture the science and experimentation behind each expression. To  capture the experimental stories and character, Purple commissioned hand-lettering artist Alison Carmichael to write key expressions.

Purple and photographer Jo Hanley produced a selection of bottle and pack images with detail shots to use in all the signature creative and also a range of scene-setting images to help showcase the deeper stories involved, everything from Brian in his laboratory experimenting, his collaborators, the IPA beer being seasoned in shipping containers to the chalking of casks soon to be vatted for Project XX.

Finally the thumb-print graphic was created by Purple for Project XX, which is made of intertwined lettering of the tasting notes from each of the casks chosen by the 20 whisky experts.

Jonny Wells, Glenfiddich innovation manager, says; “Purple has been hugely instrumental in bringing the Experimental Series to life with us, and they clearly relished the opportunity to help us shake up the whisky world. We hope that this visual identity perfectly expresses our commitment to innovation, experimentation and collaboration.”

29 September 2016 - Sam Coyne The Drinks Report, editorial assistant