We created a new-to-world blended malt Scotch whisky brand to disrupt and elevate the category.
Seeking to recruit the modern whisky connoisseur, the Loch Lomond Group tasked us to build a new crafted global proposition to shake up the category. From brand strategy to liquid strategy, naming to brand world identity, we set out to drive appreciation of blended malt Scotch whisky by balancing credibility with creative flair in a modern, engaging way.
From brand strategy to liquid strategy, naming to brand world identity, we created Noble Rebel, a brand that embodies quality and creativity through mastery that is not bound by the rules. Bringing modern experimental artistry to traditional skill to create discerningly new whisky masterpieces.
The art gallery aesthetic and editorial approach to typography informed the brand world identity. From the bold framing device heroing each dram, to the vivid orange accent colour; each element of the brand world has been developed to celebrate Noble Rebel’s uniqueness, curiosity and daring imagination.
A bespoke illustration style has been created to convey each masterpiece. Finally, a layered crafted icon speaks to the brand’s distinct expertise within the category.