Glenfiddich in Gaelic means ‘Valley of the Deer.’
What better place to start a brand story and place a pioneer brand
in it’s natural setting. A guilded icon summarises
and is glimpsed evocatively…

GLENFIDDICH

CHALLENGE

Brands need stories, and this is where
we begin, writing the script…
Glenfiddich was the maverick of the
malt market. Bold and brash in a traditionally
restrained category. As the first branded
malt whisky with extensive distribution,
it is applauded by the whisky buffs, and
acclaimed by the industry. An excellent
product in need of an excellent image.

SOLUTION

The valley is central to the identity, linking the
brand’s aged portfolio with an evocative
landscape and colour palette. A silhouette
of the stag is glimpsed through the trees,
in animated sequence, changing from pack
to pack. A journey through the valley…

Every aspect of the brand has been touched
by this narrative, giving Glenfiddich the
individuality it deserves, the tonality it
desires, and the credibility it requires,
as the leading brand.

LM created a new secondary packaging
emphasising the triangular equity of the
Glenfiddich bottle – the new canister is
known as a Tround.

To develop new packaging that will help Glenfiddich assert its category
leadership is a daunting challenge, but Mary and the team have worked tirelessly
to achieve this goal. We have outstanding designs across the range that have
captured the imagination of our consumers, customers and employees in
equal measure; a remarkable achievement.

STEVEN STURGEON, GLOBAL MARKETING DIRECTOR, WILLIAM GRANT AND SONS DISTILLERS LTD