Glenfiddich: Experimental Series by Purple Creative Design

Date: Sep 2016
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Purple Creative has designed a visual identity for the Glenfiddich Experimental Series, a new range of ‘game-changing’ Glenfiddich whiskies borne of experimentation and collaboration.

“The Experimental Series represents a new chapter within the wider Glenfiddich visual identity that we originally created in 2014; one where we have permission to express its maverick DNA" says Gary Westlake, founding partner and creative director of Purple Creative.

"The identity represents a visual narrative of each experiment – graphically capturing the authentic journey from light bulb moment to final product – which will naturally change with every experiment. The visuals are a wonderful story-telling mixture of portraits, signatures, tasting notes, hand-lettering, photography, scientific equations, technical drawings, diagrams and key messages. We hope it’s beautifully eye-catching and expresses the diverse personalities behind each experiment."

To help capture the experimental stories and character, Purple commissioned Alison Carmichael to write key expressions in a fluid and spontaneous way.

Carmichael notes: "The thumbprint was made by creating a template of a real thumbprint, set loosely with holding place typography to make sure that the copy all fitted in without any gaps. Then I traced the shapes with different styles of handwriting to represent the twenty whisky collaborators and pieced it back together on screen like a puzzle. The artwork was around a metre squared.”


Purple: Founding Partner and Creative Director: Gary Westlake

Designer: Shang Dat-Tang

Designer: Olga Frolova

Designer: Lyndsey Ellis

Head of Copy: Jamie Fleming

Project Manager: Lucy Sutton

Collaborators: Illustrators: Silke Werzinger and Demon Studio

Hand-lettering artist: Alison Carmichael

Photographer: Jo Hanley

Liquid Death: Certified Cursed

Added 17 October 2019
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