BACKGROUND

Globally the single malt category is growing steadily year on year, recruiting new consumers via ‘exclusive’ collections. Chivas Brothers wanted to launch a hand-selected collection of old and rare single malts from four of Speyside’s most elusive distilleries. WMH was asked to bring to life this highly desired collection by creating a new name and brand world. This world would allow the full collection to be marketed as one, whilst also enabling each distillery to be treated individually.

STRATEGY

This collection targets the whisky treasure hunters. We therefore positioned the brand with a sense of secrecy. Unveiling these hidden liquid gems for those intrepid enough to go a little deeper. Connoisseurs are invited to explore and uncover what makes these single malts and distilleries so remarkable. Our new name, Secret Speyside, suggest that the reward is in the discovery.

SOLUTION

Looking for inspiration among other Scottish icons in the vicinity of Speyside, we found a perfect match in paisley. Strikingly beautiful, paisley shares the distilleries’ values for quality in craft, as well as the same historic milestones. We created a series of bespoke Secret Speyside patterns expressing a sense of richness, elegance and distinction. It allowed us to unite the collection whilst also depict the unique characters of our malts. The keyhole symbol is a nod to the secret side of this collection, all once hidden distilleries, now unlocked.

The bottles were designed by Nude Brand Creation.