From Best Kept Secret To Best In The World

Aberlour is a Scottish single malt whisky brand.

The Challenge

Despite holding the 6th position in the global market (and no.1 in France), Aberlour was relatively unknown—they even called themselves ‘Scotland’s best kept secret’. That was because they had barely changed their comms since Aberlour was born in 1879.

The Bright Idea and the Brilliant Execution

BRANDED delved into Aberlour’s long legacy and discovered that the founding family’s motto, ‘Let the deed show’ was actually a perfect expression of the brand today. Building on this idea that actions speak louder than words, we developed a new brand world that champions the people, process and place that make Aberlour a whisky with such distinct character.

All those deeds were collated and, working closely with Scottish artist Liz Myhill, brought to life using traditional lino cutting and printing techniques. Creating original illustrations gleaned from books of storytelling in the 1900s.

The Result

Since launch, the brand world has been applied to all consumer touchpoints, from digital to store, and from gift packaging to bars.

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