The Glenlivet Design & Branding THE GLENLIVET MASTER DISTILLERS RESERVE by Turner Duckworth London

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Industry Whiskey
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth London
Typographer David Bateman
Released May 2011

Credits & Description

Category: iii. Premium Brand
Product/Service: WHISKY
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Design Director: Clem Halpin (Turner Duckworth: London & San Francisco)
Designer: Clem Halpin (Turner Duckworth: London & San Francisco)
Typographer: David Bateman
Artwork: James Norris (Turner Duckworth: London & San Francisco)
Media placement: The Glenlivet Master Distillers Reserve bottle & carton - Duty Free - 1 July 2011
Describe the brief from the client
Founded in 1824 by George Smith who strove to create a whisky against which all others would ultimately be judged, The Glenlivet is the world’s no.1 Single Malt Whisky in the US and no.2 in the World and is widely recognised as 'the single malt that started it all'.
We were asked to design the packaging for The Glenlivet Master Distillers Reserve, an exclusive travel retail release, created by Alan Winchester, the third Master Distiller in the history of this famous distillery.
Describe the challenges and key objectives
Using 3 different types of wood – Traditional Oak, American Oak and Ex Sherry Casks – Master Distillers Reserve is a characterful and unique expression of the Glenlivet
Describe how you arrived at the final design
An embossed 3-wood graphic was created for the carton along with prominently displaying Alan’s signature as a marque of approval.
The bottle design takes on the recently enhanced packaging for The Glenlivet core range to increase standout as well as prominently position the cartouche, which refers to the spirit’s founding family George & JG Smith.