Glenrothes
001
Introduction
Client
Glenrothes
Industry
Luxury
Marketing Discipline
Brand Development
The Glenrothes – using strategic brand design to elevate a Speyside single malt in the luxury market.
The Glenrothes tasked Initials CX with developing a new brand platform that would establish the fine Speyside single malt within the luxury market, creating a distinctive position in a category crowded with similar-looking whisky brands.
001
Introduction
Client
Glenrothes
Industry
Luxury
Marketing Discipline
Brand Development
The Glenrothes – using strategic brand design to elevate a Speyside single malt in the luxury market.
The Glenrothes tasked Initials CX with developing a new brand platform that would establish the fine Speyside single malt within the luxury market, creating a distinctive position in a category crowded with similar-looking whisky brands.
002
Challenges
How do you stand apart in a category of whisky lookalikes?
The whisky category had become cluttered with familiar visual cues and tired conventions. The challenge was to create a brand platform that differentiated The Glenrothes while reinforcing its quality, craftsmanship and dedication, helping it establish a stronger presence in the luxury market.
002
Challenges
How do you stand apart in a category of whisky lookalikes?
The whisky category had become cluttered with familiar visual cues and tired conventions. The challenge was to create a brand platform that differentiated The Glenrothes while reinforcing its quality, craftsmanship and dedication, helping it establish a stronger presence in the luxury market.
003
Approach
By avoiding category clichés and building a brand around the prestige of curiosity.
Initials CX adopted a two-pronged approach: moving away from familiar category clichés while drawing on The Glenrothes' strengths of quality, craft and dedication. Rooted in an audience insight around the value of knowledge, the strategy brought the brand's purpose to "provoke the enriching power of curiosity" to life through design semiotics and luxury codes designed to appeal to a global audience seeking prestige through discovery.
The resulting brand world and design language celebrated rarity, using white space, light play, obscurement, elegant typography and a colour palette that contrasted with category norms to create a distinctive luxury identity across multiple global channels.
003
Approach
By avoiding category clichés and building a brand around the prestige of curiosity.
Initials CX adopted a two-pronged approach: moving away from familiar category clichés while drawing on The Glenrothes' strengths of quality, craft and dedication. Rooted in an audience insight around the value of knowledge, the strategy brought the brand's purpose to "provoke the enriching power of curiosity" to life through design semiotics and luxury codes designed to appeal to a global audience seeking prestige through discovery.
The resulting brand world and design language celebrated rarity, using white space, light play, obscurement, elegant typography and a colour palette that contrasted with category norms to create a distinctive luxury identity across multiple global channels.
004
Results
A refreshed luxury brand identity
Initials CX created a refreshed brand world and design language that visually elevated The Glenrothes into the luxury market across multiple global channels.
004
Results
A refreshed luxury brand identity
Initials CX created a refreshed brand world and design language that visually elevated The Glenrothes into the luxury market across multiple global channels.
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Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick
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