Single Malt Scotch Whisky, Brand creation, packaging, guidelines

Background: Hidden in the heart of Dufftown is the distillery of Kininvie. The distillery has been producing malt whisky since 1892 but has never carried the proud Kininvie name. William Grant & Sons felt that the time was right to share this reclusive treasure.

The Challenge: In the already crowded malt whisky category the team at William Grant & Sons wanted to target the discerning Taiwanese enthusiast and develop a desirable brand aimed at those in the know.

Illumination (The Big idea): We wanted the brand and packaging to retain the feeling of exclusivity and authenticity. This was achieved through the development of a visual brand essence and identity that feels understated and authentic. The labelling and brand mark are pared back but reflect the qualities of the distillery and the whisky. There’s no fluff here – just a great product from a special place.

Performance: Originally developed for the Taiwanese market, the success of the 23 year old has meant that William Grant & Sons has decided to launch a Kininvie 17 year Old expression across Global Travel retail. The brand continues to grow and build momentum in the market. Not bad from a standing start!