The loft team always enjoys working with BenRiach, a distillery set in the heart of beautiful Speyside, that has been producing premium quality single malt Scotch whisky since 1898.
We had created several expressions for them in the past and were now being asked to create a new design building on the work we had done previously, but with a specific instruction to be bolder and more experimental with our interpretation.
The Quarter Cask, which as the name suggests, was a new whisky produced from smaller casks, has a richer taste and BenRiach wanted to see elegant designs for both peated and unpeated versions.
In addition to this project, we were asked to design a series of visual graphics showcasing the age of the whisky expressions as well as an emblem for ‘The Heart Of Speyside.’
The loft team does love ‘bold’ and ‘experimental’ and we do it exceptionally well. We explored designs around fractions to represent the Quarter Cask size. We looked at evocative ways to capture the peating process as well as the stunning Speyside location.
The cleverly crafted design depicts the quarter cask interwoven with a full sized cask and a detailed fraction showing the numbers 1 and 4. We designed a stamped mark of a man involved in the peating process and we were beyond thrilled that BenRiach liked this mark so much, that they now use it on a number of their peated expressions.
We also created a stunning ‘Heart of Speyside’ design with the words sitting over a series of sketched dots depicted in the shape of the topological lines of the region on the map. The series of numbers used to showcase the age of each expression were inspired by the different ingredients and elements used in the whisky making process. These include images of barley, the stills, the barrels, even the hands of the people who bring it all together. Each image, a new and elegant interpretation.
The final touch was the choice of colour scheme. We eventually selected a series of rich greens inspired from Burnside Springs, these bold colours helped to signify BenRiach’s move away from more traditional expressions.
BenRiach loved our approach and interpretation so much that in addition to insisting that the peated mark is used on a number of their peated whiskies, they have also used the delightful numbers in subsequent versions too.
“The organisation was looking for something that was bold, imaginative and would take the brand and the range to the next level. We are delighted with the final outcome as well as the service provided by the loft.”
Louise Seaward, Global Innovation Manager for Brown Forman