Highland Park Whisky

Highland Park is the most northern whisky distillery in Scotland. It is located on the Orkney Islands and is one of only two distilleries on the islands.

The brand platform for "Our Warriors. Their Stories. Your Whisky" is linked to a fiercely proud Nordic heritage and the legend of Magnus on Orkney islands.

Read about travel retail trends and brand strategy

In the premium segment of the global travel retail, high-end spirits and fashion brands willing to engage with their customers will succeed in the exciting brand evolution of the drinks and fashion industry because premiumisation is driving value and growth.

Premium whisky brands have embraced these developments with packaging design and brand activation programmes in duty-free airports across the globe. However, today's consumers are looking for provenance, authenticity, heritage and quality.

History before the briefing process: Highland Park is the most northern whisky distillery in Scotland. It is located on the Orkney Islands, close to the capital of Kirkwall. It is one of only two distilleries on the islands. Highland Park is also one of the oldest whisky distilleries in Scotland and was established in 1798 by Magnus Eunson. It is currently owned by the Edrington Group and has an annual production capacity of 2.5 million litres. Highland Park has grown rapidly to become one of the best selling single malt whisky ranges in the world.

The brand strategy for the Warriors Series pulls on the strong Nordic heritage and history of the Orkney Islands.

What we did: We were briefed to create an impactful brand activation toolkit that would maximise airport duty-free travel retail visibility so that air travellers would stop, engage in the process to appreciate the product and purchase the premium whisky brand.

Our branding and innovation team set about creating the activation campaign concepts for "Our Warriors. Their Stories. Your Whisky" for this exclusive Global Travel Retail range of products. The comprehensive brand toolkit forms the basis of brand communication in the duty-free market segment for Highland Park Svein, Einar and Harald Single Malt Scotch Whisky.

The brand strategy, design of POS and packaging for the Warrior Series is a natural progression for Highland Park, both in brand terms and in global travel retail marketing. By continuing the celebration of a rich and distinctive Norse heritage we were able to tell stories that bring the brand, the packaging design and whisky products to life.

Today's consumers of premium whisky look for provenance, authenticity, heritage and quality. Highland Park fits the segment perfectly. Our brand development team chose imagery to echo the origins of the island whisky maker.