Brand world establishing Glenfiddich as head of the herd

As Glenfiddich’s brand world guardians for over 14 years, we steered arguably the biggest and most successful brand transformation in their history: turning them from one of the ‘Glens’ to the rightful head of the herd. Proof, we think, of the importance of long-term brand champions and purpose-driven thinking. 

Empowered by the ‘maverick’ positioning and trailblazing heritage, we evolved the Glenfiddich brand world to be less traditional and more premium - looking out-of-category to the world of luxury fashion for inspiration. We then refreshed the whole brand world, from the stag icon to design systems, and everything in between. 

It had an instant and profound effect.

It allowed the brand to raise the price of their liquid (and get drinkers to understand it was worth paying more for).

It was the foundation on which multiple future innovation projects were planned and launched - we flexed our own brand world to include the Experimental Series and the more luxurious Grand Series.

And of course, it allowed the brand to communicate in all its global markets in a uniquely consistent way. Cementing its No.1 status, power and forward-thinking mindset. 

That’s fascinating… 

We evolved the stag icon to give it twelve antler tines (points) rather than eight - turning it from a young buck into a ‘royal stag’ or head of the herd.