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We have been a partner of Glenfiddich since 2011, and in the years since then have worked to reposition the brand as the definitive Single Malt. The brand has radically shifted; from being seen as old-fashioned and traditional, Glenfiddich is now one of the Single Malt's category most contemporary and luxurious brands.
We see Glenfiddich as the definitive Single Malt; and with this, comes the confidence and vision to redefine what a Single Malt can be. With this purpose driving it, Glenfiddich has redefined the category through new explorations of Time, Movement, Experimentations, and Cultural Collisions, from 12 year old to 50 year old and rare casks.
Establishing the core Glenfiddich as the definitive single malt, we developed a suite of distinctive brand equities. These consistent red threads lay the foundation for the wider portfolio.
With these established equities, we were set free to redefine the world of Single Malt through creative and fantastical explorations of the traditional codes of the category.
Glenfiddich is Gaelic for the valley of the deer. We translated the valley into a structural equity in the packaging where the stag lives. This enhances the textural quality of the bottle, creates a distinctive form, and is creatively repeated in new materials and design expressions across the ranges.
Grand occasions deserve grand celebrations. The Glenfiddich Grand Series celebrates the unexpected marriage of two luxury worlds.
Here Design has been a collaborative and consistently creative partner on our biggest redesign ever. Their cross disciplinary team has ensured that we have all kept focussed and delivered on the purity and ambition of the original vision – for our flagship range of expressions to reflect the unique heritage and special origins of Glenfiddich.
Claudia Falcone, Glenfiddich Global Brand Director
