- Brand Strategy
- Brand Identity
- Brand World
- Brand Guidelines
- Brand Voice
Flip the Record on the Ordinary
Creating a new-to-world, small batch, blended Scotch Whisky brand to appeal to adventurous drinkers. With a growing appeal for blended Scotch, Turntable wanted to create a distinct premium brand for whisky geeks that shattered preconceptions and elevated the dram into culture and lifestyle. We positioned it as a modern day subversive blending house, and turned it into an immersive experience where whisky creativity is savoured with a sip of true transparency.
The disruptive design on each SKU embodies the spirit of the Blending House, with this Limited Edition range being elevated through the use of foil and embossing. The brand icon was created to capture the brand manifesto of flipping the record on the ordinary to break new ground in whisky excellence with its multi-dimensional elements. The tall, bold type-face, and unique illustrations express the proudly confident and liberatingly creative brand personality. Distinct three-tone palettes capture the depth of each blend – also evoking the tasting notes – with gold foiling to highlight quality and elevate the limited edition whiskies.
The packaging design revolves around ‘the split’ – a signature diagonal divide bisecting the centre of the Turntable wordmark along with perceptions of what a blended whisky can be. On one side of the split is a tonal colour background – with the Turntable icon embossed in gloss – and a bespoke abstract illustration on the other to communicate the flavour profiles of each ‘track’.
Each bottle is topped with a laser engraved cork with the Turntable wordmark running round the edge, a nod to a classic 1960s record player that was a feature of the founders’ home lives growing up and gave the blending house its name.