Ballantine's

Ballantine's set out to open up the Scotch whisky category to a new generation of drinkers, strengthening its position as the accessible Scotch for everyone. Yet despite its global reach, the brand was facing an identity crisis—lacking a clear and meaningful expression of what it stood for in an increasingly competitive market. Working with Pernod Ricard for 5 years, we redefined the brand’s Stay True platform, giving it renewed meaning and cultural resonance. The goal was to create a clear, authentic point of view that could connect with modern audiences while remaining true to the brand’s heritage. The design system brought this personality to life through a globally consistent yet flexible visual language. At its centre was the iconic chevron from the product label—elevated into a bold, unifying brand device. This graphic element became a repeatable and recognisable signature across communications, brand collaborations and product innovation, creating a cohesive design expression that could adapt across different markets and the wider portfolio. The result was a distinctive and scalable brand world that strengthened Ballantine’s identity globally—helping drive double-digit growth across 66 markets while reinforcing its position as one of the world’s most accessible and inclusive Scotch whisky brands. 🥃