Aberfeldy brand reinvention case study

Aberfeldy: Brand reinvetion

A brand struggling with sales because it struggled with its identity.

The Aberfeldy Distillery. A magical location, where the Pitilie Burn emerges from the “Birks of Aberfeldy” (celebrated by Robert Burns), having made its way over the spectacular Falls of Moness. A great heritage, established in 1898 by John Alexander and Tommy Dewar, and a mellow, rich, fruity and honeyed liquid.

But is that enough? Is that all? We do our research...

There is a local story that the water of the Pitilie Burn contains traces of gold, a rare phenomenon in Scotland. So Aberfeldy Single Malt Whisky results from a unique sort of alchemy as the water containing traces of mineral gold is transformed into the most glorious, honeyed, fruity, mellow golden liquid...
ROI: on relaunch in global travel retail, 12 months supply was sold in 12 weeks.

Golden Lockups

Development of brand assets

Storytelling

We like to tell stories, reveal a little bit more at every touchpoint, and there’s authenticity at Aberfeldy.

Education

Golden Lockups

Development of brand assets

Storytelling

We like to tell stories, reveal a little bit more at every touchpoint, and there’s authenticity at Aberfeldy.

Education

Scotch drinkers love expert knowledge and we found lots. From medals and awards, details on the angels share all the way to the history of the train.

The Pack Story

Pack Visual

Finished Pack

Laddering

Gifting

Guidelines

Comprehensive BVI guidelines inform look and feel for everything.

Expressions

Having a strategy that can express itself so clearly at every touchpoint from POS to advertising ensures brand synergy.

GTR Special

GLOBAL TRAVEL RETAIL

ROI: +400% projections

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