Look beyond


In a cluttered, tired category of whisky lookalikes, we were tasked with developing a new brand platform that firmly established fine Speyside single malt The Glenrothes within the luxury market, targeting Ultra High Net Worth connoisseurs seeking the reward of the lesser known.


Rooted in an audience truth around the true value of knowledge, our strategy was to bring alive the brand’s purpose to ‘provoke the enriching power of curiosity’, using design semiotics and luxury codes that would pique the interest of a new knowledge-craving, prestige global audience.


We transformed The Glenrothes’ weakness, of being largely unknown, into its biggest strength – creating a brand world that celebrated rarity to visually elevate it into a luxury space across multiple global channels. The refreshed, clean look used white space, lightplay and obscurement, complemented by elegant typography and a palette contrasting category norms, to intrigue and appeal to the curious few wherever it is seen.