Glenfiddich announces new visual identity
The famous and best selling single malt brand of Glenfiddich has revealed its new visual identity, which has been designed by the London based Purple Creative agency. The company have been working with Glenfiddich for eight years and the current re-invention of the brand includes the creation of new brand imagery, bespoke fonts, graphics, colour systems and tone of voice. They have also evolved the iconic stag logo and classic Glenfiddich logotype.
Objectives/insight by Sarah Macaulay
“The drinks sector is image-led, and so Glenfiddich needs top-class imagery to
compete, reflect our brand credentials and achieve premiumisation. Another key
objective was to create imagery that will be globally consistent.”
The Creative Process by Gary Westlake
“Glenfiddich had a somewhat inconsistent signature style, having amassed a huge
library of imagery over the years, all shot by different teams, in different markets, in
different style and with different budgets (and it’s surprising what the life span of an
image can be).
We did an in-depth ‘imagery audit’ and then created a new signature style that
would capture their pioneering spirit brand essence, and reflect the new luxury
brand both now and in the future.”
The Creative Solution by Gary Westlake
“Using the new Glenfiddich colour palette, we created a recognisable, memorable
and premium image style that was fit for a modern brand.
We created a harmony of copper across all our imagery, which instantly gave
consistency, by either using a richer, warmer palette e.g. in a warehouse with the
warmth of oak coming through, or a whiter, cleaner and more modern palette,
balanced by copper, as you can see from the new bottle beauty images for the
Glenfiddich 18 and 26 Year Old variants.”
Sarah commented; “The imagery will play an important part in shaping the future of
the brand, helping Glenfiddich to create a more luxurious and contemporary brand
image.”
IRISH DISTILLERS PERNOD RICARD CELEBRATE 30 YEARS OF MIDLETON VERY RARE
The Midleton Distillery has unveiled Midleton Very Rare 30th Anniversary Pearl Edition; an exclusive, limited edition created to celebrate the 30th anniversary of the expression heralded by many whisk(e)y experts as the pinnacle of Irish whiskey.
A true Irish masterpiece and a perfectly balanced exemplar of the Midleton Very Rare style, Pearl Edition is the result of a collaboration between Master Distiller, Brian Nation, and Barry Crockett, Master Distiller Emeritus, who share between them more than 60 years’ distilling experience at the Midleton Distillery in County Cork.
Barry and Brian personally selected a 1984 Single Pot Still Irish Whiskey and a 1981 grain whiskey respectively to blend into a whiskey of exceptional quality. As is tradition, both whiskeys have been matured in American oak barrels, which after 30 years have imparted luscious vanilla and delicate honey flavours.
Local artisans have collaborated to provide exceptional and authentic packaging for the expression, befitting its outstanding quality and rarity. Each presentation pack is bespoke; the Leadbetter family of glassblowers from Jerpoint Glass Studio, Co. Kilkenny, has shaped each bottle individually, which sits in a grand box fashioned from the mightiest Irish oak by some of Ireland’s most-skilled, wood craftspeople from Co. Wexford. The case houses a limited edition, celebratory booklet and a hand-blown miniature of Midleton Very Rare Pearl Edition to allow whiskey lovers to taste and share the whiskey without opening the full bottle.
Midleton Very Rare Pearl Edition continues the tradition of featuring the signature of the creator on the label. As Master Distiller Emeritus, Barry Crockett returned to craft the expression with Master Distiller Brian Nation, the bottle features both names in recognition of their joint creation. Nation comments:
“Midleton Very Rare Pearl Edition has been 30 years in the making; 30 years of craft, 30 years of tradition and 30 years of patience. The liquid, its bottle and the presentation box are examples of the finest Irish craftsmanship, and offer whiskey aficionados the ultimate Irish whiskey experience by perfectly capturing our Irish heritage as we look to the future. Pearl Edition sets a new benchmark for Midleton Very Rare and the distillery’s Prestige Collection, as we continue to craft innovative whiskeys to further enhance the Irish whiskey renaissance.”
Barry Crockett, Master Distiller Emeritus, added: “Few things are worth coming out of retirement for, but the opportunity to be a part of the creation of Midleton Very Rare Pearl Edition is certainly one of them. The whiskey is Midleton’s most prized possession and represents the greatest milestone since I crafted the first ever edition of Midleton Very Rare back in 1984. It is an honour to be a part of this release and Ireland’s rich distilling heritage, and I hope discerning drinkers and whiskey enthusiasts cherish every drop.”
With only 117 bottles in existence, Midleton Very Rare Pearl Edition will be available in Ireland, UK, France, Germany and China, priced at €6,000 or equivalent, from November 2014.
GLENMORANGIE TO CONTINUE AS THE ‘SPIRIT OF THE OPEN’
Glenmorangie has announced a three year continuation of its successful partnership with golf’s Open Championship. The collaboration brings together two iconic Scottish exports, both steeped in history and enjoyed all over the world.
The oldest and most prestigious international Major Championship in the world, The Open has been played across some of the finest links golf courses since 1860. It has a rich heritage and is filled with tradition. Glenmorangie will be the ‘Spirit of The Open’ when the contest comes to St Andrews, the home of golf, in 2015, and the following two years at Royal Troon and Royal Birkdale.
Glenmorangie, founded in 1843, uses the tallest stills in Scotland and only the finest oak casks to create its award winning ‘unnecessarily well made’ whiskies. The uncompromising craftsmanship Glenmorangie goes to in creating its sought-after malt parallels the lengths The R&A, organisers of The Open Championship, go to each year.
Marc Hoellinger, President & CEO, The Glenmorangie Company commented: “The Open and Glenmorangie have a natural affinity and we are proud to continue our partnership with The R&A as ‘Spirit of The Open’. Glenmorangie’s pursuit of perfection mirrors the mindset required from the world’s top golfers as they seek to lift the iconic Claret Jug.”
Michael Tate, Executive Director – Business Affairs at The R&A, said: “We are delighted to continue our successful partnership with Glenmorangie and look forward to working together for the next three years. We aim to ensure that spectators take away wonderful memories when they attend The Open and Glenmorangie plays a big part in delivering those experiences at the Championship.”