To redesign Clan Campbell’s visual identity to reinvigorate sales in France, its key market.
We built our creative strategy around Clan Campbell’s Scottish heritage, craftsmanship and traditional values. The bottle shape was redesigned to be more distinctive and masculine, with strong shoulders and a solid base. We moved the crest from the neck of
the bottle to directly under the label, highlighting the connection between the brand and its cultural heritage.
We pushed the brand’s Scottish heritage further than ever before – emphasising the proud Clan Campbell name and introducing a traditional kilt pin to add character and pay homage to the home of the whisky.
The new packaging was adopted across all expressions of Clan Campbell and was rolled out across global markets alongside a supporting brand book, photography and a range of supporting