Tasked with repositioning Scotch Malt whisky in Travel Retail we began by art directing high key, contemporary imagery to modernise the category.

Using new imagery and iconography, an interactive training file was created that acts as a one-stop shop for generic whisky and individual brand information.

The second stage was to take the new identity and use it as the basis for experiential activities and in-store branding.

The 'Discover Scotch Malt Whisky' strapline was translated into several languages to create a global identity when used in conjunction with tasting icons.

Identity was applied to everything from small consumer tasting cards to wall displays, helping to grow sales by over 500% in its first month in Heathrow.