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GLENMORANGIE PLC
Overview:
Graphic Partners has worked with Glenmorangie plc for eight years and during that period has been responsible for design and redesign of core branding and line extensions for their three main brands: Glenmorangie, Ardbeg and Glen Moray, for worldwide distribution.
Work has also included the production of an award-winning film and the design of collateral for major launch events.
Since 1995, Glenmorangie plc has grown by 88% in volume sales, completely out-performing its industry competitors, making the Glenmorangie brand number one malt in the UK and Glen Moray the number four malt in the UK and the number two in Scotland. Since the acquisition of Ardbeg Distillery in 1997 volume sales of its Ardbeg brand have grown by 800%.
WOOD FINISH RANGE
SINGLE MALT SCOTCH WHISKY
Project summary:
Rebranding of Glenmorangie's acclaimed Wood Finish Range which pioneered the effect of different oak casks on the flavour of single malt scotch whisky.
Objectives:
To review the existing branding of each finish to fit more cohesively into the Glenmorangie portfolio at a higher perceived value and price point than the core 10 years old brand. To maintain the Glenmorangie reputation for wood finishing.
Solution:
The previous disparate designs of Port, Sherry and Madeira finishes (in cream, orange and green) were replaced by conceiving the whole range as a brand. A cream label colour was chosen to connect more with fortified wine branding and to differentiate it from the ochre colour of the core 10-year-old product. This is augmented by a soft brown blend in our Glenmorangie style to represent the wood finishing. Strong panels of colour were introduced for each finish title as a brand identifier and these colours are echoed on the gift tube background and bottle closures. Other core equities like the different cask illustrations were retained and the Glenmorangie brand name is used more consistently in dark red.
Subtle premium values were added by use of gold foil for the cartographic border and product descriptors - the first time on a Glenmorangie label. Small secondary labels were also introduced to describe the product difference and create a reason to purchase.
Benefit:
The range is now the second highest performer in the Glenmorangie portfolio after the main 10 years old brand. A Burgundy Wood Finish has recently been added to the range.
www.glenmorangie.com
www.glenmorangieplc.com
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