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Glenlivet Someone Creative

The Glenlivet distills its brand identity introducing simplified signifier

By Gillian West | Social media manager



Glenlivet article

April 7, 2015 | 2 min read

Single-malt whisky brand The Glenlivet has engaged SomeOne to create a more distinctive, universally-understood brand identity.

Working with long-time collaborator and master craftsman Christopher Wormell, SomeOne has crafted a new brand signifier inspired by the packhorse bridge over the River Livet which flows through the distillery estate and is the water source for the whisky.

“Hundreds of years old and still standing strong, the bridge helped early bootleggers distribute their whisky undetected,” explained Tom Myers, senior designer on the project. “It is this bridge that was identified for the new signifier, spiralling out from the centre of a perfect circle.”

Alongside the signifier, the wider Glenlivet branding has also been refreshed with a confident new look removing the additions, decorations and adornments from previous iterations with simplicity, colour and form central to the new look.

David Law, SomeOne co-founder, commented: “Sometimes in design, as in whisky, distillation is key…small can be clever too.”

The new identity has begun rolling out with the brand being refreshed over the coming months.

Glenlivet Someone Creative

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Over the past decade we’ve heard businesses ask us the same question, ‘I know we need to change, I know you can make things attractive, but how can we make it stick?’ This conundrum is the biggest strategic challenge facing modern brands and SomeOne’s specialist subject.

We make change pay for brands in all sectors, all countries, all of the time.

We invent brands with clients. Or re-invent them ready for new business challenges. We do branding, not blanding.

We don’t change symbols, we create symbols of change.

Unlike large, traditional groups, working with SomeOne means you meet and work with the people who actually do the work. Direct contact with SomeOne’s creative minds means ideas flow more freely, which is important as great brands need great opinions. We don’t fit projects into pre-determined processes, we create bespoke teams around each project.

Ideas excite us, they shape the future, add value and signal change. We’ve moved from being a cost, to an asset. We help organisations, products and services profit from change. That’s why we concentrate on creating Big Ideas first, then go about making them beautifully. We often create monopolies for brands by employing creativity to connect business strategy with memorable and adaptive visual executions.

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