Naked Grouse Rebrand

Naked Grouse, a whiskey brand owned by spirits company Edrington, designed its packaging and communications around its brand truth of liberation and freedom to promote it as a standalone brand in the UK.

Design consultancy: Kinship CreativeAdvertiser: Edrington

Executive Summary

In early 2017, Naked Grouse owned by Edrington, was a forgotten more premium expression within The Famous Grouse portfolio.

There had been success in some global markets but overall the expression had a dated identity and was not relevant to the consumer. The start point was our innovation and consumer insight project, and in conclusion to this, Edrington took the bold decision to relaunch Naked Grouse as a standalone brand.

Our challenge was to create a distinctive global brand for a younger discerning knowledge seeking consumer, that was not tied...

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