• Single malt whisky distiller Glenfiddich recently announced a refresh to its visual identity.
• The new brand identity aims to add approachability for consumers new to single malt whisky while maintaining the family-owned distiller’s heritage and legacy.

While many single malt whiskies are now owned by large global spirits conglomerates, such as Laphroaig (Suntory), Lagavulin (Diageo), and Glenlivet (Pernod Ricard), Glenfiddich remains independent and family-run by the descendants of its founder, William Grant.

Recently, Glenfiddich tasked Made Thought to refresh its brand identity to make it more approachable for newcomers to single malt whisky. This included changes to the paper tube, the label, typography, and color palette. Balancing heritage with a need for contemporary appeal, some longstanding elements were retained or made more prominent, such as the stag logo and triangular bottle shape, but, on the whole, it results in a much cleaner presentation.