GLENMORANGIE

CHALLENGE

New owners LVMH sought to reposition
Glenmorangie from niche to luxury. They
recognized that with limited liquid stocks, the opportunity was to raise the premium and reach out to Asian and American markets.

SOLUTION

With radical repositioning the objective,
new ideas had to be rooted in truth.
Our new identity is inspired by a pictish stone standing in the grounds of the distillery.
A cartographer’s border framing the old label becomes the signature luxury pattern.
A faded palette becomes gloriously rich and tasty. Soft finishes are gilded and embossed. New structural packaging and P.O.S. support a polished and perfected brand.

The core portfolio has been followed by Private Edition limited releases such as Glenmorangie Finealta and Astar, named and designed by Lewis Moberly.