Glenmorangie
GLENMORANGIE THE INFINITA 18 YEAR OLD
- Brand Strategy & Design
- Identity Design
- Packaging Design
- Spaces
Glenmorangie wanted to elevate their award-winning 18-year-old whisky into a luxury icon. We saw an opportunity to bridge the gap between core and prestige with a product that embodied their vibrant new brand world.
THE CHALLENGE
Fresh from a successful brand repositioning and core range packaging refresh, Glenmorangie asked us to reinvent its award-winning 18-year-old. Firm favourite of the distillery’s whisky creator, Dr Bill Lumsden, the single malt is revered for encapsulating every element of the house style in perfect harmony. Our job was to celebrate this liquid icon with a packaging design that would elevate desirability and live up to the luxury codes of Glenmorangie’s new brand world.
THE INSIGHT
Like the majority of Glenmorangie’s core range before the reset, the 18-year-old packaging was in need of a refresh. Where was the enticing liquid story? How would anyone know this was an exemplary Glenmorangie? We listened to what Dr Bill, the brand’s Director of Whisky Creation, had to say about it to flavour our creative approach. “Every time I return to it, I discover something new. It’s infinitely delicious.” Bingo.
A NEVER-ENDING STORY
Riffing on this product truth, we looked for a name that would bring the story to the fore. ‘The Infinita’ provides an immediate lift to the liquid credentials and exudes the same gravitas as Glenmorangie’s other more established luxury aged expressions. Ownable and evocative, the name was an integral part of the 18YO’s elevated positioning.
COMPLEMENTARY COLOURS
Our ambition was to find a colour that complemented Glenmorangie’s new technicolour, ‘delicious and wonderful’ world. Importantly, any colour we chose would have to pair beautifully with a vibrant orange and the rich copper finishes. ‘Infinity Blue’ is a bold and luxurious departure from old whisky codes; a confident counterbalance to the reinvigorated brand colour and a clear differentiator within the luxury whisky category.
LUXURY BY DESIGN
Taking the ‘wondrous lines’, we created the figure of 8 infinity loop. The thinking behind the device was to bring cohesion to the wider range with an instantly identifiable graphic. For The Infinita we went for sweeping drama with a luxuriously evolved, variant-specific expression.
RETAIL ROLLOUT
We created a cohesive look and feel across experiential retail too, to enable a smooth and seamless global rollout. From window displays and retail units in premium department stores, to immersive and sensorial pop-ups and activations, we demonstrated the infinite power of solid colour theory and a robust creative concept. The overall result is an elegant and desirable product and accompanying consumer experience. One that builds on the quality, credibility and extravagant eccentricities of the Glenmorangie brand.
