Story has been appointed by The Scotch Malt Whisky Society as its brand consultant and direct marketing specialist.
Story’s ‘One of a Kind’ repositioning of the Society introduces a luxurious offering to the brand, together with a quirky twist which aims ‘to intrigue, entertain, indulge and delight members’. The repositioning introduces a completely new look and feel to the Society's identity.
Story’s guidelines for the brand emerge from its observations of ‘a very curious Society’. This becomes Story's creative positioning for the Society, reflecting its eclectic membership; typically inquisitive, curious and perhaps slightly daring people.
"Humour and good taste" is at the heart of the brand’s new personality with its language questioning, beautifully quirky and playful, whilst the imagery used becomes dramatic and enigmatic, projecting an overall image of iconic style and sophistication.
Story’s work also includes the redevelopment of the Society’s literature, member’s handbook and direct mail campaigns. The new branding will be revealed to members for the first time when ‘Outturn’ the Society’s new bottling catalogue is distributed in November 2008.
Kai Ivalo, marketing director at The Scotch Malt Whisky Society said: “The positioning of luxury together with a distinctive edge is a creative coupling which Story excels at when defining a brand. The challenge for us was to appeal to an international audience who all share a passion for single malt whisky and for the Society. We want the Society to be recognised as the luxury brand that it is, we want to drive sales and extend our membership and to be seen as inclusive. Story has a great deal of experience in this sector and has demonstrated time and again that it has the creative flair and experience to help us achieve our goals.”
Dave Mullen, Creative Director at Story said: "This is the kind of work we live and breathe for. We have a great passion for the whisky sector and it’s a real honour for us to have the opportunity to work with The Scotch Malt Whisky Society in repositioning its brand. It’s almost like creating a virtual friend; you develop and manage its daring, sophisticated personality and you get to plot its incredible journey…This gives a huge amount of creative potential going forward.“