Highland Alco Spirits wanted to make its foray into highly competitive Deluxe Whisky market which has been dominated by some well established brands. The design effort required a 360 degree approach to define a platform to launch the new brand.

Building the brand ground up necessitated understanding of the segment as well as consumer insights to arrive at brand names, colour palette and visual elements which would resonate well with this segment. A radical approach with deep rooted category cues in bottle styling and colour palette was leveraged to launch the new brand. Visual language created reflected across all touch points and brand communication.