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Glenfiddich Core Range

Packaging, Branding

From deep within Speyside’s ‘Valley of the Deer’, Glenfiddich has grown into one of Single Malt’s most iconic and maverick brands. 

When asked to premiumise their core range, we challenged ourselves to make a distinctive mark on this Whisky icon that respected their past and defined their future ambitions.

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Glenfiddich Core Range

Giving new meaning to Glenfiddich’s brand equities, we established a fresh visual language by revolutionising the brand’s bottle structure, labelling and secondary packaging. We changed the shape of the triangular flagship bottle, refining its profile with more elegant and definitive shoulders. A clearly defined V shaped cut is chiselled into the glass surface, with the iconic stag proudly elevated in its centre. This establishes a consistent and ownable thread to unify the entire Glenfiddich range and reinforces the meaning behind the brand name.

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The refreshed label and pack features a newly crafted word marque and balances clean, crisp modernity with the charm of familiar malt category cues. The resulting design system represents Glenfiddich’s authentic heritage, while embodying its maverick spirit and forward thinking ambitions. The new ‘Valley’ equity is a flexible device designed to live beyond the bottle, in secondary packaging and brand communications.

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