Branding the next chapter for Morrison Scotch Whisky Distillers
LocationPerth, United Kingdom
DeliverablesBrand Identity, Structural Design, Brand Guidelines
The Morrison family have one of the richest connections with the whisky industry, spanning across five generations and stretching back over a century. For the latest chapter in their legacy, Thirst were asked to create a new identity for their new company, under the sole ownership of Brian and Jamie Morrison: Morrison Scotch Whisky Distillers.
Guided by the company’s three core values - the Intuition to follow your nose, the Integrity to never break your word, the Patience to wait until the timing’s right - we set about creating a timeless identity that reflected the gravitas of the family name.
With bold ambitions ahead, our identity needed to be something the business could rally behind and believe in as they continued their journey. An intricate M is at the heart of our motif, with its five proud points reflecting each generation of the Morrison name. Hand drawn detail is inspired by the distillers’ home in Perthshire, which overlooks fields of golden barley. A mark of quality wherever it’s seen, the identity is formal but flexible: from detailed and sophisticated as a full motif to bold and proud atop our custom glass bottle.
In our full logo mark “Morrison Scotch Whisky Distillers, Aberargie” wraps our M icon with our colour palette inspired by our home and the lush Perthshire landscape that surrounds it, elevated by a touch of luxurious whisky gold.
Moving from their business to their brands, a custom glass bottle was designed to unite Morrison Scotch Whisky Distillers portfolio under one name. We wanted to create a strong, confident premium bottle that felt at home within the Scotch Whisky Market while elevating Morrison’s esteemed name.
Embossed into the base of the brand are the three core values on which the business is built; intuition, integrity and patience. Each bottle is finished with a custom highly detailed stopper where the full logo is engraved in all its glory.