Client: La Martiniquaise-Bardinet
Project: Glen Moray Packaging Redesign
Glen Moray is a significant player in the single malt whisky category and in certain global markets it features in the top five malts by volume. Although it had witnessed increased sales in recent years its owners, La Martiniquaise-Bardinet, had identified through consumer research that its packaging was underperforming across a number of factors, such as modernity, quality perceptions and on-shelf presence. Its brand team was also keen to ensure the brand’s cask expertise continued to be properly communicated and that its core pack and range variants were clearly identified.
The Glen Moray’s brand has several key visual assets, which consumers recognise and relate to, and we were very mindful of these when we were tasked with redesigning the packaging. The existing wordmarque was developed to invest it with more personality and uniqueness, while the brand’s crest was simplified, modernised and given greater prominence on pack. In the latter’s case we also incorporated the meaning of the crest’s four integral devices (ingredients, maturation, flavour and shipping) into the brand story on the gift carton.
Having reviewed the packaging in a range of off-trade outlets we brightened its blue to give it more presence, especially in stores with poor lighting. In addition, we introduced a new angled graphic feature, which asymmetrically splits the pack’s core blue and white colours, to give the packaging more on-shelf impact.
With consumers keen to engage with brands with an authentic heritage we had the distillery illustration redrawn to more accurately reflect the building’s distinctive features, and this element, along with the founding date and the distillery’s Speyside location, contributes to the projection of Glen Moray’s history and provenance.
Glen Moray’s Explorer Range comprises its Classic whisky and five cask finishes showcasing the brand’s maturation and finishing expertise, and our redesign incorporated a name change for its core whisky from the Elgin Classic to Our Classic. We were also conscious that our new design needed to work for both the brand’s core whisky and its cask variants and all six whiskies in the Explorer Range now feature the new design, with names, cask illustrations and colour changes identifying the five individual cask finishes.
New packaging images courtesy of La Martiniquaise-Bardinet.
Previous Packaging
