Brand Evolution & Packaging
Balblair was a relatively unknown brand, which had yet to reach its full potential. It had a historical story to tell and boasted an award-winning track record but had lost ground on the competitive set. The brand hierarchy was confused, and this impacted the whisky’s ability to compete at the higher aged product.
Our job was two-fold. We firstly needed to anchor the brand’s positioning, creating a flexible and ownable brand platform for communication. Then, secondly, we had to execute a packaging design hierarchy that could mix it with the competition at both ends of the market.