By Gillian West

Glenfiddich single malt Scotch whisky has unveiled a new global visual identity that aims to premiumise the brand and embed it into the world of luxury.

Facing stiff competition in the ever growing whisky market Glenfiddich worked with Purple Creative on the major project, continuing the brand’s eight year relationship with the design agency.

In addition appealing to the luxury market, Sarah Macaulay, Glenfiddich global marketing manager, said ensuring “a strong global consistency at all consumer touch points” and harnessing the “brand equities of ‘pioneering spirit’ and ‘family run’” were also key to the visual refresh.

The project comprised of a number of Read full story ›

Source: The Drum