Recognised across the world as a veritable ambassador of the Scotch whisky tradition, Glenfiddich sparkles thanks to its fierce desire for independence and its impulse to go against the grain – two things it has done with panache ever since its inception. As the leading brand in the market, Glenfiddich wanted to boldly wear its colours and luxury positioning, and called on our teams to create and formalise its complete permanent Merchandising Identity.
- MERCHANDISING IDENTITY
SERVICE RITUAL TOOLS
Tags et Catégories
- Consumer Experience
- Pop-up Store
- Service Rituals
- Travel Retail
DIVE INTO THE VALLEY
This was a major enterprise for our Retail teams, who quickly decided to draw inspiration from the House’s non-conformist and pioneering spirit while also embedding the brand in its place of birth: the Valley of the Deer in Scotland.
This is where we find the origin of the myths that built the brand. Glenfiddich means quite literally the Valley of the Deer in Scottish Gaelic. And the brand’s emblem, proudly affixed to each of its bottles, is a stag from the valley that evokes a one-of-a-kind elegance and winning spirit – this is his valley, his universe of multiple discoveries, which we came to bring to life.
The codes of the Valley raised in majesty
Here, there’s only one step between the V of the valley and the V formed by the antlers of the brand’s totem stag. And we take this step by playing with the V shape across the permanent Merchandising Identity. Mineral and raw, and as rich in powerful contrasts as it is richly evocative, our valley plays with levels and layers, staggered in order to punctuate the spaces and magnify each of the products. Guidelines, tools, and experience rituals were also designed to perfect this breathtaking dive into the valley.
We then brought the Merchandising Identity to life on the occasion of an event at the famous Whisky Shop in Paris. Using the tools that we designed, our Packaging teams activated the Merchandising Identity on a specific range: the Grand Series. And the Retail teams applied the codes to a lifestyle area where younger targets and brand fans were invited to immerse themselves in the valley’s universe through tastings led by some of the brand’s ambassadors.
A one-way ticket to the Great Whisky Valley!