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Ardmore Malt Whisky
Although based on a tradition of distilling since 1898 and a 12 year maturation process, the Ardmore brand was considered unattractive and uninspiring – industrial north, second hand and dour.
The product had a non challenging flavour delivery which was perfect for Jim Beam brands to use to take business from the main stream Glen category, as well as attracting business from single malt devotees.
The challenge was to build a brand positioning with an intriguing and credible character.
Project Scope
New brand creation, brand identity, brand design.
Main Questions
- How to convey the less challenging flavour for a single malt whisky?
- What was interesting or compelling in the brand story?
- How to standout in a crowded market but still exhibit the required cues?
