The OverviewA pioneering spirit, reimagined
Glenfiddich is a globally celebrated single malt Scotch whisky, known for its pioneering spirit, rich heritage, and exceptional craftsmanship.
Founded in Scotland’s Speyside region in 1887, it remains family-owned, honouring tradition while embracing innovation. Posed with the question: How do you visualise taste?
DLG worked with Glenfiddich to develop a fresh and contemporary visual identity for its flagship collection which moved beyond the traditional whiskey cues while maintaining the essence of aspirational modern luxury the brand is known for.
The ChallengeStanding out in a saturated category
In a category saturated with competitors, the challenge for Glenfiddich became distinguishing itself by conveying contemporary luxury while honoring its craft.
Refreshing the brand’s perception within the market and positioning the collection as modern, aspirational and unmistakably premium across every touchpoint.
The ApproachTasting notes as visual language
DLG developed a distinctive visual identity by reflecting the unique characteristics of each whisky expression through AI technology, translating tasting notes into abstract visual language by experimenting with form, colour, and texture. The result: premium, ownable visuals created at speed, without compromising the elegance and integrity the brand is known for.
The final suite was designed to be flexible across formats and channels, ensuring a consistent and premium presence across every platform from social to retail to out-of-home.
The static visuals were then transformed into dynamic animations tailored for social media, enhancing the brand's presence at retail touchpoints.
These new visuals formed part of a global campaign, launching first in the US and then across key international markets, deployed across out-of-home, point-of-sale, and social media, reinforcing Glenfiddich's status as the most awarded single malt in the world at every consumer touchpoint.
