In a segment traditionally dominated by whisky status brands, we made virtue of The Glenrothes being lesser known and under the radar to cue the discerner’s brand of choice. DARING ELEGANCE now defines the brand’s whisky artistry & lifestyle ethos, and drives all brand touch-points

Rigorous brand mapping across contemporary luxury : Consumer understanding of the most discerning groups of luxury consumers : Extensive archive excavation to reframe a compelling DNA of daring innovators & inspired tastemakers : Brand platform definition : Brand mood film & playbook : Input to The Glenrothes House & experiences : Innovation planning : Agency roster review & refinement : Communication & creative strategy : Creative briefing