Brand Identity
The challenge was to persuade existing Glenlivet consumers to trade up into the premium category by giving them a compelling reason to choose Caskmakers.
As the first Single Malt to mature in a cask constructed from two different stave types — ex-Spanish Sherry and freshly charred European oak — Caskmakers has a genuinely distinctive story of innovation and craftsmanship. Our task was to make that story instantly understandable, engaging and persuasive at retail.
ONE CASK. TWO ORIGINS. EXCEPTIONAL FLAVOUR.
Innovation and exclusivity are key drivers in the Single Malt category. Caskmakers delivers both, but its complexity needed to be distilled into a simple, single-minded retail idea.
We focused on the power of two — two stave types, two origins and the exceptional flavour they create together.
Every touchpoint brought this idea to life through a combination of plain and charred oak, either graphically or physically. A distinctive showcase structure used the principles of a lenticular, revealing “ONE CASK. TWO ORIGINS” from one direction and “EXCEPTIONAL FLAVOUR” from the other.
The experience was brought to life through a bespoke aroma diffuser housed within a structure made from alternating strips of plain and charred oak, allowing shoppers to engage with the sensory story of Caskmakers rather than simply read about it.
A single-minded retail experience that turned product innovation into consumer engagement.
By building the entire retail experience around the relationship between the two woods, we transformed a complex maturation story into something immediate, physical and memorable.
The result was a cohesive suite of retail fixtures that made the innovation tangible, engaged the senses and gave consumers a compelling reason to trade up to Caskmakers.
Jordan Design has developed a proprietary Aroma Technology – an innovative sensory solution that allows consumers to experience the the essence of a product without a physical sample.
For The Glenlivet Caskmakers, the Aroma Experience was artfully housed within double-cask materials, capturing the craftsmanship of the whisky and harmonising effortlessly with the design narrative.
