Brief: Create a visual identity that brings the Experimental Series to life.

Challenge: The Experimental Series is a new range of game-changing Glenfiddich malts that push whisky boundaries and rewrite the rulebook. All they needed was a creative agency to produce an identity to match.

Solution: With the Experimental Series, we created a new chapter in the masterbrand Glenfiddich identity we originally created in 2014. Our aim was to express the maverick DNA of the range, shake up the whisky category and get across the sense of collaboration and experimentation that went into every malt.

Our identity represents a visual narrative of each experiment – graphically capturing the authentic journey from light bulb moment to finished malt – using an energetic and story-telling mixture of portraits, signatures, tasting notes, hand-lettering, photography, equations, technical drawings and key messages.

Eye-catching and untraditional, the visual identity captures the diverse personalities behind each experiment and gives us the freedom to capture all the malts that follow.