Demo

MAKAR GLASGOW GIN

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Task:
Create a brand for the first Glasgow Gin
Scope:
Product concept, brand strategy, naming, brand identity, graphic and structural packaging design, brand story and packaging photography

Solution:
With bold character, underlying sophistication and cosmopolitan style, Makar is the very essence of Glasgow. A powerful, seven-sided bottle tells the story of the spirit: a classic, juniper-led gin harmonised by seven supporting botanicals. The graphic strength of the Makar name (the Scots word for poet) is accentuated by a contemporary Scottish palette of blue, white and copper, with juniper taking a hero role on the sides of the main label and on top of the copper cap.

“21st Century Brands bring consumer insight and creative flair into the mix with an impressive depth of whisky and gin knowledge. They are an integral part of The Glasgow Distillery Company team and together we are creating brands that will establish our businesses as market leaders.”
Liam Hughes, CEO, The Glasgow Distillery Company


 

PROMETHEUS SPEYSIDE SINGLE MALT

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Task:
Create a brand for an exceptional whisky.
Scope:
Brand concept, brand strategy, naming, brand story, brand identity, packaging design, brand communication.
Solution:
The secured a parcel of exceptional malt whisky from a leading Speyside producer on condition that the distillery’s identity was kept secret. In a market driven by knowledge-hungry collectors, this presented a major branding challenge.
21st Century Brands’ strategy was to make the secret of the distillery an asset by building emotional engagement through the brand story. We drew on the myth of Greek Titan Prometheus to create a narrative and supported this allegory with the gravitas of a new parent company, “Singular Fine and Rare Whiskies”.
The Prometheus brand story was brought to life by calligrapher in a detailed illustration applied to the bottle by direct print. The contemporary (and for Scotch Whisky iconoclastic) finishing touch was to seal the bottle with a bespoke glass closure.



THE PROMETHEUS BRAND STORY

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A SPEYSIDE LEGEND
Prometheus, Titan of ancient Greek mythology, is remembered today for his greatest deed. When an angered Zeus took fire from man, Prometheus rebelled against the Father of Gods. He captured a flame from the hearth of Mount Olympus and carried it back to man.
Today, the spirit of the fire-bringer and champion of man lives on.
Twenty-six years ago, one of the Olympians of Speyside created a new kind of single malt: a whisky to marry the rich complexity of the Highlands with the intensity of peat smoke from the Islands.
As with all great malts, time was needed for this new Titan to mature. But while the young whisky lay sleeping, hidden from expectant eyes, the heavens shifted. The whisky’s creator departed and a malt that could be both sophisticated and powerful was seen, by some, as a threat.
Protectors of the orphan Titan kept him hidden until, in the summer of 2014, they met in secret to plan his release.
Prometheus would be free, but on two conditions: he would be mortal – destined to live a short, but glorious life – and he could never reveal from whence he came.
So we give you Prometheus. A titanic Speyside with the inner strength of barley malted over peat smoke. A whisky of sublime sophistication and balance, bottled at the peak of its powers. A truly unique Single Malt Scotch Whisky, available in the most limited quantity for just one moment in time.


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