Glenfiddich has followed the launch of its updated visual identity with the unveiling of the Glenfiddich Gallery, a luxury e-commerce whisky website that allows malt lovers to create their own one-of-a-kind Glenfiddich.
Designed by Purple Creative, the same agency behind the refreshed brand identity, and built by e-commerce development specialists The Constant Media the Glenfiddich Gallery enables users to explore their palate by answering questions from Glenfiddich malt master, Brian Kinsman, and then match whiskies to their own unique profile.
Available on the site are some of the rarest Glenfiddich blends, with prices ranging from £390 to £100,000. The most expensive being a 56 year old whisky with only three bottles available in the world.
“This is an exciting new direction for Glenfiddich and the perfect place to showcase our new visual identity and elevate the brand into the luxury sector,” explained Sarah Macaulay, Glenfiddich global marketing manager who deemed the site a “revolutionary place to buy rare malts and create your own bespoke packaging”.
Purple Creative founder and creative director, Gary Westlake, added: “In design terms, we started with a blank sheet of paper, but were inspired by the Malt Master Brian Kinsman’s laboratory, which is clean, contemporary and full of sample bottles – a really pioneering place to visit and spend time in.
“After creating the new visual identity for Glenfiddich, it’s been fantastic to be able to apply it to such a high profile and luxury channel.”
In addition to the digital and UX strategy and website design Purple Creative has also designed the launch event support materials and advertising for both digital and print.