Stranger & Stranger gives Dewar’s new look

Stranger & Stranger has helped give blended Scotch whisky Dewar’s a refreshed look with a new bottle design and positioning based on heritage and provenance.

New look for Dewar's 12 Year Old
New look for Dewar’s 12 Year Old

The consultancy, which was appointed by Dewar’s directly, has also worked on a campaign. This, and all brand activity, will now be anchored by the banner True Scotch Since 1846.

Each variant has been given a new bottle shape and an emphasis has been placed on ‘excellence’ through the use of bold colours, and new stoppers, seals, presentation boxes and labels, as well as bespoke typefaces and a new tone of voice.

Dewar’s Premium and Super Premium whiskies carry additional statements about ageing and provenance. 

New look for Dewar's range
New look for Dewar’s range

Each bottle of the ultra-premium whisky Dewar’s Signature is now signed by the hand of the master blender, an act which references the signing of the first ever bottle by John Dewar. 

Stranger & Stranger drew inspiration from the Dewar’s brand archive for the project.

On all bottles a trefoil Celtic truth knot has been embossed on to the glass as a symbol of strength and longevity.

Archive poster
Archive poster

The mark reveals three interlocking D’s, representative of the three ‘men of substance’ who founded the company, John Dewar and his sons, John Alexander Dewar and Tommy Dewar.

The new look rolls out in the UK Spain and Greece this month before entering other markets.

John Burke, global category director for Dewar’s says, ‘Under the banner of True Scotch, the new Dewar’s visual identity is designed to intrigue and engage consumers in the most direct way possible – bringing the values, aspirations and authenticity of this unique whisky to life, while showing how relevant these qualities remain.

Archive poster
Archive poster

‘Throughout its history, Dewar’s has set the standard for Scotch whisky, paving the way for the title of True Scotch Since 1846.’

A Live True marketing campaign will be rolled out to select markets, focusing on extraordinary people around the world who Dewar’s says, ‘live according to their own convictions and principles, people who value authenticity above everything’.

Latest articles