A heritage brand wants the voice of a start-up
As a distillery in business since 1840, Glen Grant is no rookie on the whisky scene. They’ve had a while to build popularity, plus a real sense of old-school flair.
But for the brand’s ambitious U.S. debut of its 12 & 18 Year marques, sights were set on the new-school Silicon Alley crowd. Even more ambitious? A campaign launch with just a handful of pre-existing assets.
ROLE Art Direction | Design Lead | Photography | Social Media Strategy
TEAM Marco Serino, Stefanellie Saavedra, Anna Meredith
A heritage brand wants the voice of a start-up
As a distillery in business since 1840, Glen Grant is no rookie on the whisky scene. They’ve had a while to build popularity, plus a real sense of old-school flair.
But for the brand’s ambitious U.S. debut of its 12 & 18 Year marques, sights were set on the new-school Silicon Alley crowd. Even more ambitious? A campaign launch with just a handful of pre-existing assets.
ROLE Art Direction | Design Lead | Photography | Social Media Strategy
TEAM Marco Serino, Stefanellie Saavedra, Anna Meredith
Single malt with snark
After nailing down the core campaign look, we set out to make our content sustainable with what little we had:
Historical photos made relevant with modern tongue-in-cheek copy. Wholly unique photo manipulations using the bottle silhouette and colors. Improvised (and super budget-friendly) beauty shots of the bottles, boxes, and liquid.
Single malt with snark
After nailing down the core campaign look, we set out to make our content sustainable with what little we had:
Historical photos made relevant with modern tongue-in-cheek copy. Wholly unique photo manipulations using the bottle silhouette and colors. Improvised (and super budget-friendly) beauty shots of the bottles, boxes, and liquid.
Honing our social skills
The campaign was humming! But there was always a balancing act in play.
The inherent contrast of a heritage brand against a tech-forward sphere was a constant dialogue. Our sweet spot for tone and brand voice was just a touch irreverent, not too vain, and not too humble.
We even dabbled in some surreal and illustrated visuals, taking care to make them unique, intentional, and tonally relevant.
Freebies, ads, and swag
In tandem with the social campaign and the microsite launch, we produced a wide array of promotional and print materials, including print ads for WhiskyAdvocate magazine.
Honing our social skills
The campaign was humming! But there was always a balancing act in play.
The inherent contrast of a heritage brand against a tech-forward sphere was a constant dialogue. Our sweet spot for tone and brand voice was just a touch irreverent, not too vain, and not too humble.
We even dabbled in some surreal and illustrated visuals, taking care to make them unique, intentional, and tonally relevant.
Freebies, ads, and swag
In tandem with the social campaign and the microsite launch, we produced a wide array of promotional and print materials, including print ads for WhiskyAdvocate magazine.
