A new distillery opened on the Isle of Arran last year, prompting the creation of five brand identities and packaging by The Identica Partnership.
The whisky being produced at Arran Distillery will, of course, not be ready for consumption for several years yet. While the ‘Arran water’ ages, the family behind the venture, the Curries, are busy building brands.
They are buying in whiskies for blending at the distillery. The products are aimed primarily at the US and the Far East, the rationale being that creating strong brands now will mean the market is ready for the distillery’s own whisky when the whisky is ready for the market.
The Currie family are no strangers to marketing. Harold Currie was managing director at Chivas Regal and House of Campbell. So it is not surprising to hear he was in the audience for a lecture given by Michael Peters.
Arran Distillery is not in a position to spend millions on advertising to build its brands so it has put its faith in Identica’s packaging skills.
Identica’s Chris Barber designed the Loch Ranza brand pictured here. The use of blue and putting the branding on the neck rather than the main label ensures stand-out. Identica’s explanation is that the blue suggests mystery, inviting the consumer to explore the bottle and the idea of a blended whisky.
The Royal Island bottle is designed by Geoff Halpin and further brands are nearing completion.