Glenfiddich ‘Tarnished’
Tarnishing the reputation of a coal-fired single malt Scotch whisky icon
Glenfiddich Single Malt Scotch Whisky is one of the world’s best known whisky brands. However, they were loosing market share to competitors who were creating more ‘innovative’ gift packaging.
Challenge
We were asked to create new packaging for Glenfiddich Reserve (a limited edition aged whisky) which would help build awareness of their rich heritage and generate an increase in sales.
Solution
Our idea came from the fact that Glenfiddich is the only remaining Scottish distiller who coal fire their stills. This process creates a beautiful tarnished patina on the copper, which we carefully reproduced on metal tubes. This effect made the packaging highly impactful when seen under in-store spotlights.
Outcome
Our design became the most successful gift packaging releases in the history of Glenfiddich, resulting in a 430% rise in sales. Gift packaging typically has a life span of 12 months, but due to the success of our design it was used for an additional 5 years.
“
This beautiful idea resulted in an extraordinary increase in sales.”
More work
