The world’s third largest Scotch whisky brand, Grant’s, has unveiled a new identity and packaging with design by London-based agency Here Design.
Here Design has been working in partnership with parent company William Grant & Sons for the past ten years across the wider product portfolio, including strategic and creative design for Hendrick’s, Glenfiddich, The Balvenie and Monkey Shoulder. Here Design was tasked to bring the soul back to William Grant & Sons’ heartland offer by crafting a redesigned identity for Grant’s that instilled pride in the legacy of this renowned family-owned brand.
Here Design retained the triangular footprint synonymous with the Grant’s bottle and introduced a more assertive, masculine silhouette, reducing the bottle height and broadening the shoulders for a prouder look and feel.
The new bottle shape also embodies the longstanding brand motto ‘Stand Fast’, newly reinstated by Here Design. They then took these equities into the brand world, establishing a distinctive and recognisable form of brand behaviour.
Grant’s remains the only blended whisky producer to have its own Stillman, Cooper and Master Blender working together under one roof, sharing specialist skills and expertise from one generation to the next. Here Design has celebrated these three pillars of the distilling process by telling the individual and collective stories of The Maker, The Muscle and The Master.
This commitment to an authentic process is reflected in the design details of the new Grant’s identity, with Here Design introducing a new brand equity in the shape of a shield used across each bottle and in the wider brand world as a shorthand.
Both the main shield label and foot label have been given more detailed textural qualities, crafted with foiling, embossing and spot varnishes on textured stock which enable consumers to discover new elements of the brand over time.