Since day one, Bruichladdich set out to be pioneers and change-makers, intent on proving whisky can be a force for good. With the ambition to become the most values-led spirit in the world and speak to a more purposeful and progressive audience, they needed to shift perception from the provocation of their youth to bring purpose to the fore.

With Bruichladdich’s purpose rooted in their mission to reconnect land, community and dram, we positioned them as the brand that thinks big, starts small. The brand that pursues real progress drop by drop.

Putting these words into immediate action, we reimagined Bruichladdich’s iconic aqua bottle from the palette up. The optimised glass structure means there is less wasted space, allowing for 19% more glass per pallet into the distillery, and 60% more product per pallet out of the distillery. By focussing on all the small gains we could make across the structure, we delivered a big impact reducing The Classic Laddie packaging CO2 emissions by 65%. Other sustainable features include the use of a water-based, organic ink coating and the polypropylene closure and cork, which are made from a synthetic resin made from bio-based sources.

By dropping the category’s much loved tin, we needed to consider how to bring impact to the bottle. Building the brand to behave like the values-led pioneer it is, we amplified our unapologetic wordmark and added structure through textural layers and storytelling.

The result is not just a bottle. It’s a bold beacon, for a brave new world. The first step in a story which has only just begun…