English Whisky
Trails

English Whisky
Trails

English Whisky Trails

Comprehensive visual identity, web concept and scalable design system for a new national tourism initiative.

Project Summary

The Client

The English Whisky Guild represents the emerging English market both nationally and internationally. They are responsible for raising the profile of its members distilleries, the quality of the produce and lobbying for greater recognition and protections.

The Brief

The English Whisky Guild was seeking a design concept and visual identity for their new tourism initiative; the English Whisky Trails. This would serve as a means to gain funding from members and industry bodies to support a Nationwide rollout. The design concept allowed for scale across the English regions while the prototype trail, Borderlands included distilleries in the North of England and South of Scotland. Alongside the visual identity it created a connected online experience for trail customers at the Guilds members distilleries, with an integrated design solution.

The Brief

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Design Thinking

The design concept places the stories of the founders, who largely still work in their distilleries centrally as a clear point of difference against the corporately owned competition in the wider sector. This positions English Whisky with a level of authenticity and a modern take on a traditional product, aimed at a core younger Millennial and gender neutral market that appreciates open mindedness and quality experience.

Design Thinking

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Challenges

Within a young industry the client wanted a scalable design concept, but was not clear on the future shape and location of these trails. The pilot trail, Borderlands would serve as both a prototype for the first trail and a way to secure funding from Visit England, commercial backers and its members.

Challenges

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Outcomes

A scalable design system that can be used for gaining funding and investment to help maximise the reach and recognition of the sector and its £1 Billion pounds of maturing whisky.

Outcomes

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Logo & Concept

Discover | Explore | Experience

The primary mark offers links to the English Grain to Glass production method, while the swooping leg of the k evokes the path of the trail, or long legs of a smooth finish with a good whisky. The concept invites people to discover the English Whisky through the stories of the founders before exploring what the regions have to offer and finally the experiences of the distilleries themselves.

Discover | Explore | Experience

Extended Marks

English Whisky Trails Logos Presentation Board

Secondary Mark | Favicons & Social Icons | Horizontal Mark

Primary Logo & Extended Brand Marks, Primary Teal: Balance, Trust & sophistication, Extended Colours: Warm & Nostalgic, Like Your Favourite Summer Holidays

Secondary Mark | Favicons & Social Icons | Horizontal Mark

Regional Identities

Coupled with regional patterns derived from the regional flags of each location and its common fauna, This light touch allows each trail to feel unique while avoiding overuse of the same whisky visual language for all regions. The word marks also offer subtle geographic nods to their locations whilst working harmoniously alongside the primary logo, or independently.