Not only was this a brand positioning brief but also a complete brand overhaul needing to place the product as the premium Scottish blended whisky, under the newly developed concept 'Find Beauty Beyond The Obvious'. The concept eluded to trying something different, to reach out from what you know and discover something all together unique.

I was tasked with reshaping the art direction across all aspects of the brand, from launch, initial press photoshoot, on & off trade, digital, social, POS & experiential.

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