The Glenlivet

In 2019, we relaunched The Glenlivet with a bold global campaign designed to challenge the conventions of whisky advertising and open the single malt category to a new generation of drinkers (see 2019 portfolio project). By 2024, the brand needed to evolve again—refining its positioning and visual identity to reconnect emotionally with consumers and respond to the shifting expectations of modern luxury. Working with Pernod Ricard, we developed a new global positioning, tagline, creative platform and visual identity designed to transform the fortunes of both the brand and the category. The visual identity was designed to balance craft heritage with contemporary expression. Key principles included: A more confident and distinctive brand presence; A bold teal frame device and smooth graphic expression to stand apart in the category; Premium cues that reinforced The Glenlivet’s quality and provenance; A flexible system capable of scaling across global markets, Retail & L3F and digital platforms. The system created a cohesive brand world while allowing the creative platform to evolve over time. The refreshed platform helped drive significant growth for the brand while outperforming the category: +14.7% brand growth vs 4% category growth; Re-established as the #1 single malt whisky in the US; Reversed decades of category decline. The work repositioned The Glenlivet not only as a category leader, but as a brand capable of shaping the future of single malt whisky.