Monday, May 11, 2005
A HAPPY ACCIDENT
GRAPHIC PARTNERS HAS DESIGNED BRANDING FOR THE RECENTLY LAUNCHED SERENDIPITY

Graphic Partners has designed branding for the recently launched Serendipity, a supreme blend of two great malt whiskies - created by chance when two parts of 1992 Glen Moray were accidentally mixed with 8 parts of a very much older Ardbeg.

As neither of these brand names could be used, it was given the name of Serendipity, alluding to the Sri Lankan fairy tale, in which the heroes were always making fortunate discoveries. The lettering, style and creative spark graphic marks the moment the accident took place. The bottle shape and upturned corner to the label all suggest the high Ardbeg content.

Hamish Torrie, Ardbeg's Marketing Manager said, "We felt that it was right for the Ardbeg brand to own up to the mistake in an honest way and to explore the opportunity for Ardbeg lovers to compare it to their favourite malt and for others to experience a lighter taste of Islay."

Graham Duffy of Graphic Partners commented, "This was a refreshing challenge and wonderful opportunity to break with convention to turn what could have been a problem for the client into a sought after product."