Aberlour

Despite growing to the 6th position in the global market (and France’s No.1), Aberlour single malt whisky was relatively unknown to the general population – even citing themselves as ‘Scotland’s best kept secret.’ Equally, they hadn’t changed their communication much since their inception in 1879. We looked at Aberlour’s long legacy, only to discover the founding family’s motto, ‘Let the deed show’, meaning ‘actions speak louder than words’. We unearthed these deeds, as it’s the people, process and place surrounding Aberlour that help create a whisky with such distinct character.

All deeds were collated and, working closely with Scottish artist Liz Myhill, brought to life using traditional lino cutting and printing techniques. Creating original illustrations gleaned from books of storytelling in the 1900’s. Since launch the brand world is being applied to all consumer touchpoints, from digital to store, and from gift packaging to bars.

Agency:
Williams Murray Hamm, 2017 - 2020
www.wmh-i.com

Awards:
Mobius: Best of Show
Mobius: Gold
The Drum: Gold
FAB: Silver
Creativepool: Silver