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GLENMORANGIE - ARDBEG
BRANDING
Project summary:
Graphic Partners was commissioned by Glenmorangie plc to recreate the branding of this famous Islay Malt Whisky when it purchased the distillery in 1997.
From the outset Graphic Partners was involved in the strategy planning of the brand, its packaging and its communications.
Objective:
To recreate a brand to successfully reflect Ardbeg's history and heritage to be used across all packaging and communications.
Solution:
The redesign of the brand consisted of creating and designing all the new equities and creating a digital master file of brand guidelines.
The Celtic 'A' from the Book of Kells was redrawn in simplified form and combined with new hand lettering of the word Ardbeg in a Celtic uncial style but with a modern cut and legibility. The colour scheme was specifically chosen to represent elements of the product: the deep brown label to reflect the high peat content and the green to represent Islay as a whole and to represent the kelp or seaweed in the product taste.
The nearby Kildalton Cross, an 8th Century Christian relic, provided the inspiration for the Celtic border knot work to give the brand its ancient roots and to take ownership of Celtic Heritage on Islay. These elements are now being used decoratively at a larger scale in the packaging for different products. Various illustrations of the distillery location, building stills and maps have all been drawn in an historic engraved styles.
Graphic Partners designed new glass shapes for the 70cl, 75cl and 1 litre bottles complete with stopper cork design and moulding details. The shape provides a strong, masculine feel with its broad shoulder and tapered walls, to reflect the robust character and taste of the product. The antique green colour of the glass and whisky matches the brand colour.
The 10-year-old launch led to Graphic Partners involvement in the design of the collateral and venue selection. This was done at the Serpentine Gallery in London and the new Museum of Scotland in Edinburgh. We scripted, produced and directed a short film for the launch events which was filmed on Islay and subsequently won the CIB Scotland Award for Best use of Television/Video. Press packs, PowerPoint presentations, podium display, exhibition panels, venue lighting and sound were also done by Graphic Partners for the launch.
Benefit:
The Ardbeg brand has grown volume sales by 800% since 1997 and is now considered by connoisseurs to be the best whisky in the world.
www.glenmorangie.com
www.ardbeg.com
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