Bruichladdich Distillery Co.

Services

Strategy
VBI
Packaging
Sustainability

Building a Beacon of Real Progress

We set out to reimagine one of the most distinctive brands in whisky. After two decades of bold disruption, Bruichladdich needed a refreshed vision, identity and packaging system to reflect its evolution; from provocateur to purpose-driven pioneer.

With a mission to become the most values-led spirit in the world, the brand wanted to bring its environmental and social commitments to the forefront. The result has delivered real impact: since launching in 2023, the brand has seen a 29.3 percent year on year increase in sales.

A testament to how purpose and performance can go hand in hand.

Bruichladdich’s purpose is rooted in reconnection—between land, community and dram. We repositioned the brand as one that thinks big but starts small, building real progress drop by drop.

That ethos guided every decision. We rebuilt the iconic aqua bottle from the palette up, optimising the structure to fit 19 percent more glass per pallet in and 60 percent more product per pallet out. Combined with the removal of the traditional gift tin, the redesign cut CO2 emissions on The Classic Laddie packaging by 65 percent.

To amplify impact on shelf, we leaned into texture and storytelling. The wordmark was elevated to hero status, and the bottle surface became a canvas for layered messaging that reflects the brand’s uncompromising values.

The result is more than a bottle, it’s a beacon. A progressive new chapter for a whisky brand unafraid to lead where others follow.

“ Thirst have been incredible partners in this project aligning with our vision of the world and making our signature aqua a vehicle to open up a much wider conversation about whisky and the power of business.”

Lynne McEwan – Global Marketing Manager