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.
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.
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.
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.
Logo & Concept
Extended Marks
Regional Identities
