Sacred Spirits: Whisky

Groundbreaking positioning and design for both whisky and whisky liqueur that used metaphors of flavour and aroma to capture the intense experiences of the liquids.

Single Malt Whisky is a strongly branded space with consistent storytelling narratives - the distillery, the geography, the founder. Design is similarly consistent, semiotically inspired by Scotland’s tough landscape - austere, masculine, unchanging.

We showed Sacred Spirits that cultural change was opening major opportunities for a disruptive approach, one based far more on experiences and experientialism than traditional cues.

Although malts normally require generations of heritage and a minimum of 12 years ageing to achieve premium pricing, Sacred’s whisky retails for over £70 despite being aged only 5 years.