BACKGROUND
Glenmorangie’s new vodka brand, Fallen, was endorsed by Virgin. But the brand needed genuine standout if it was going to make waves in a saturated marketplace and look the part in upmarket bars.

STRATEGY
‘There’s more soul in imperfection’ became the brand truth. This antidote to purity goes beautifully against the market grain, and complements Virgin’s alternative outlook.

SOLUTION
Everything about the project was geared up to represent imperfection. Edgy yet soulful, the loose, spontaneous label illustrations tell a different story for each flavour, and was accompanied by a beautiful brand book.