Highland Park Whisky
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Creating travel retail branding for Highland Park
Whiskey distillers located on the Orkney Islands,
Scotland. "Our Warriors. Their Stories. Your 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.
Magnus Eunson, a whisky smuggler by night
In the premium segment of global travel retail, high-end spirits and fashion brands that engage meaningfully with their customers are poised to succeed, as premiumization continues to drive both value and growth in the drinks and fashion industries.
Premium whisky brands have embraced this trend with innovative packaging designs and brand activation programs at duty-free airports worldwide. Today’s consumers, however, seek more than just luxury—they are drawn to provenance, authenticity, heritage, and quality.
Historical Context
Highland Park, the northernmost whisky distillery in Scotland, is located on the Orkney Islands near Kirkwall. Established in 1798 by Magnus Eunson, it is one of the oldest distilleries in Scotland and one of only two on the islands. Now owned by the Edrington Group, Highland Park produces 2.5 million litres annually and has become one of the best-selling single malt whisky ranges globally. The brand’s Warriors Series draws from the strong Nordic heritage and history of the Orkney Islands.
Our Role
We were tasked with creating an impactful brand activation toolkit to maximize Highland Park’s visibility in duty-free travel retail. Our goal was to design an experience that would captivate air travellers, encouraging them to engage with and ultimately purchase the premium whisky.
Our branding and innovation team developed the campaign "Our Warriors. Their Stories. Your Whisky" for Highland Park’s exclusive Global Travel Retail range. The comprehensive brand toolkit we created forms the foundation for communicating the essence of the brand in the duty-free market, featuring Highland Park Svein, Einar, and Harald Single Malt Scotch Whisky.
By building on the rich Norse heritage of the Orkney Islands, we crafted a brand strategy, POS materials, and packaging for the Warriors Series that naturally advanced Highland Park’s presence in the global travel retail market. Through storytelling and design, we brought the brand’s history, packaging, and products to life, connecting travellers with the heritage and craftsmanship behind each bottle.
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.
