Gordon & MacPhail: Gordon & MacPhail redesign

Whisky brand Gordon & MacPhail defined its brand position in the Scotch whisky category and created a clear consumer pathway to increase sales and improve brand metrics in the UK.

Executive summary

In February 2016, the year after partnering on the successful launch of the (then) world's oldest whisky, Gordon & MacPhail approached us with an exciting proposition: to redesign the packaging of its flagship brand – Gordon & MacPhail Whiskies.

Gordon & MacPhail recognised it was sitting on decades of valuable maturing stock with an opportunity to take advantage of the growing demand for premium Scotch whiskies and general growth of the luxury sector. As the company has always done with whisky, this design program invested in the future of the Gordon & MacPhail Whiskies brand. But unlike single...

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