Glenmorangie
GLENMORANGIE: THE TALE OF SERIES
- Brand Strategy & Design
- Identity Design
- Packaging Design
- Spaces
- Comms
- Activations
FEATURED IN
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ESQUIRE
GQ
BUNTE
In 2020, Glenmorangie wanted to break through in a rules-dominated industry. We saw an opportunity to take them on a longer journey, turning heads with a series of story-led limited editions that showed off whisky’s fun side.
A TALE OF DELICIOUS LIMITED EDITIONS
For too long, the world of whisky had felt closed off. Many brands had penned themselves in by following a category code of conduct set out by the old hats and traditionalists. This meant new consumers were struggling to find an entry point that felt accessible.
Glenmorangie wanted to become the exception to the rules.
With the goal of attracting new-to-malt consumers (without pushing away loyal fans), their Head of Whisky Creation, Dr Bill Lumsden, set about creating a new, limited-edition series that could push boundaries and tell exciting stories through flavour. From then, ‘A Tale Of…’ was born.
IT STARTED WITH A TALE OF CAKE
The first edition, A Tale of Cake, was a sweet affair that set the course for our creative journey. The whisky, which first came to life when Dr Bill was describing fond memories of eating cake, provided the perfect base for an irresistible visual language – one that brought to life the feeling of patisseries and bakeries through colourful layers, graphic patterning and tasty textures.
ANNUAL RELEASES BUILT DESIRE, FAME AND COLLECTIBILITY
Over the next five years, we told several more Tales. The series was designed to intrigue new consumers year on year, tapping into the wonderfully technicoloured world of Glenmorangie with annual limited editions – each dialling up the different flavour profiles of that year’s release. A Tale of Winter was the next in the series, which saw a playful and bold Christmas jumper-knitted design language for a Marsala Cask and spices limited edition.
A CANVAS FOR STORYTELLING
Throughout the series, the outer packs became the canvas for colourful, bold, and disruptive pack art. For Dr Bill’s A Tale of Tokyo Mizunara Cask release, the Japanese fine artist Akira Yamaguchi was commissioned to create a hand-drawn and painted Tokyo cityscape. While A Tale of Ice Cream depicted a world of swirling decadence and abstract flavours inspired by luxurious ice cream parlours. And A Tale of The Forest transported to the artist Pomme Chan's magical woodland for Dr Bill’s foraging, botanical-infused whisky.
A PLAYFUL, COLOURFUL AND HIGHLY COLLECTIBLE SERIES
A consistent brand architecture was applied to help unify, whilst the bottle silhouette became the portal into a world of wondrous flavours. This also enabled a more playful and graphic approach to retail display, dialling up shelf cut-through as the series grew year on year.
BEYOND THE PACK
Beyond pack, each ‘A Tale of’ was brought to life as part of a bigger brand world and experience.
Commissioned photography for A Tale of Spices transported consumers into a spice market-inspired visual world, where flavour notes were communicated through rich warm tones, textures, materiality and patterns, and long shadows were used to denote sun-drenched afternoons.
A TALE OF SUCCESS
Following each release, Glenmorangie saw a remarkable uptake from whisky lovers across the globe – both old and new. A Tale of Cake saw an impressive reception, with record sales in markets across the world, while A Tale of Tokyo was a PR hit, with almost 500 pieces of coverage and an estimated reach of over 900 million.
Our most recent limited edition, A Tale of Spices, also went down a treat – with high social engagement, and global press coverage in the likes of Esquire, GQ and Bunte.
A Tale of Tokyo became a PR hit with an estimated global reach of over
913000000+ hits
