Our objective was to create a new whisky product using the principles of clear presentation 'the way they were' in order to give credibility to a new product in the market.

Our insight was to design a bespoke wide facing oval bottle to give better shelf stand out, and a brand identity featuring a leaping salmon, found to be associated with good luck in Asian market. This was supported by a unique logotype and a unique typeface.

The instant appeal was quickly followed by the development of a family of products originating from different distilleries. Since launch, the Singleton of Glen Ord has become Diageo's fastest selling single malt.