Glenmorangie has appointed Tayburn to redesign its corporate identity following the takeover of the Scotch whisky distiller by MoÃ«t Hennessy Louis Vuitton in December 2004.
The identity and branding will reflect the company’s name change to The Glenmorangie Company. This is being introduced to distinguish the parent company from its range of brands, which includes Baillie Nicol Jarvie, Ardbeg and Glen Moray, plus the Glenmorangie malt itself.
Alongside the corporate marque, Tayburn will create brand guidelines, stationery and signage for the Glenmorangie headquarters just outside Edinburgh. The consultancy was chosen for the work on the back of its 2004 annual report and accounts designs for Glenmorangie (pictured left), which picked up two awards at the 2004 Scottish Corporate Communications Awards (DW 29 July 2004).
‘Since the acquisition by LVMH, the annual reports will sadly no longer be needed,’ says Tayburn group director Steven Mitchell. ‘Our relationship developed into other areas. It is a very exciting project because the brand has to fit into the LVMH stable.’
Tayburn creative director Malcolm Stewart will lead the designs from the company’s Edinburgh office, while Mitchell acts as project manager. The designs will be revealed in the spring.
LVMH, one of the world’s largest luxury goods groups, agreed to pay £300m for Glenmorangie in October 2004 – a 6 per cent premium on its share price at the time.