Creating an ownable and engaging BTL brand expression for The Famous Grouse to align with the new ATL direction and build long-term meaning & brand equity. We established synergies to ensure one brand, one image, while illustrating to consumers what makes the brand Full of Character in order to drive reappraisal and conversion.

Visually, we refined and strengthened the existing brand equities to inject effortless confidence, engaging playfulness and premium character in every element. With a modernised colour palette, leveraging the use of a new set of linocut Gilbert illustrations and a suite of typographic treatments, we set out to create clear principles for application, to enable a flexible yet cohesive brand presence at every touchpoint.

New key messages celebrate the liquid versatility and quality attributes, giving deeper meaning to the Full of Character tagline and maximising the brand presence at point of purchase.