The Glenlivet was looking to create distinction in a category wrought with stuffy sameness and cliched semiotics. By delving into its heritage, JDO unearthed that in Gaelic, 'The Glenlivet' means the 'Smooth Flowing One’. Taking inspiration from this, we created a visual trigger that was powerfully unique, refreshingly modern and undeniably iconic.
Deceptively simple, The Glenlivet’s new identity is a modern interpretation of the brand’s rich history and provenance. The smooth flowing curve that cuts through the label of each bottle is not only evocative of the deep glen and River Livet where this definitive scotch whisky is distilled, but it also conveys the smooth drinking experience of The Glenlivet itself. A contemporary colour palette supports navigation throughout the brand’s iconic portfolio whilst also appealing to a global audience of young whisky drinkers.
Weaved throughout the new identity system that flows seamlessly across all touchpoints, this 'golden thread' as we call it, has become the single most important visual brand asset The Glenlivet owns.
The Glenlivet’s bold new look unifies our product range under one distinctive visual ID to ensure the brand stands out within the crowded and changing world of Whisky. This restage was the turning point to move the brand towards a new positioning, challenging the category conventions at every consumer touchpoint.