Diageo

Singleton

Over the years, branding for The Singleton of Glen Ord, The Singleton of Glendullan and The Singleton of Dufftown had grown organically in their respective market territories. We were asked to bring cohesion and clarity to these identities, so that The Singleton family could act and behave as a global brand.

For each Singleton, we rationalised and developed existing elements to create a core kit of parts, including colour palette, logos and brand photography as well as guidelines for usage. The result was a strong and simple identity system which helped unify The Singleton brand family in its global context.

Cardhu

Cardhu is one of Diageo’s premium Single Malt Whiskies. We were asked to bring it into the 21st century, giving them a new logotype and visual identity to help modernise Cardhu and define it as a premium brand. We developed a full identity system, created new pack photography and point of sale material for on and off trade. We also produced a comprehensive Growth Driver Toolkit for their key markets to develop and grow the Cardhu brand.

Talisker

Talisker has strong brand presence but needed to communicate a stronger emotional connection with its consumers. Using the distillery location on the shores of Skye as the lead, we created an identity system building on the elemental power of the sea with evocative imagery of rugged coastlines and crashing seas.

For the international markets we built a Growth Driver Toolkit to enable them to communicate the business goals and easily create their marketing materials. The end result was an elegantly modernised brand, building on existing credentials without losing their hard won brand recognition.

Creative Director: Marcus Jones

Lead Designer: Peter Allinson