Invited by the “world’s most awarded single malt whisky” – Glenfiddich – to create the first two bottles in their new Experimental Series, we jumped at the unique opportunity to rewrite the whisky design rulebook. A new range, the Experimental Series combines the brand’s passion for pushing Scotch whisky boundaries and collaborating with trailblazers.
Project XX #2
The Glenfiddich Experimental Series is designed to inspire unusual and unexpected variants; the first two releases being the Glenfiddich IPA Experiment and the Glenfiddich Project XX (pronounced “twenty”). By stripping design and copy back to their bare essentials, we were able to set these packs apart in a category that usually revels in an abundance of information. The team at the distillery inked thumbprints of the twenty experts that chose the casks for Project XX, so it was clear we needed to make use of them in the design.
IPA Experiment #1
With the IPA Experiment – the world’s first single malt finished in India Pale Ale casks – we could both appeal to craft beer codes and free ourselves from single malt whisky codes at the same time. The copper line separating the brand marque from the variant icon helped us convey the collaborative nature of the story.