Glenmorangie gets luxurious with new look

Iconic Scottish whisky brand Glenmorangie is to reveal a new luxury look, as part of its plans to capitalise on the growing malt whisky category.

Under the ownership of French luxury goods company LVMH, the brand uses bottle design by Holmes & Marchant, and branding and packaging by Lewis Moberly.

‘We wanted to drag the category forward,’ says Glenmorangie design manager Kerrin Lumsden. ‘We aim to grow the supreme quality while staying true to our heritage and driving the brand forward.’

As part of the design plans, a signet emblem has been devised by Lewis Moberly to feature on all bottles and packaging. This was inspired by the Cadboll Stone, an ancient Pictish standing stone originally located on the estate of Glenmorangie House, Scotland.

Giles Darwin, client services director at Lewis Moberly, which won the identity and branding work following a three-way pitch against Holmes & Marchant and Pearlfisher, says, ‘We had to develop the Glenmorangie brand within the LVMH luxury portfolio. It features twists of the old elements, with a new look.’

Bespoke sculpted bottles by Holmes & Marchant, which was appointed after previous work for the brand, have been introduced across the range, including Glenmorangie Original – the flagship ten years old, 18 years old and 25 years old.

‘It was about dusting off the brand, it was very much an old-style malt whisky brand,’ says Holmes & Marchant managing director Jon Davies. ‘We tried to create something luxurious, curvaceous and smoother.’