Glenmorangie: Northern Lights Experience
Software – Keynote, Midjourney
Crafted in the heart of the Scottish Highlands since 1843, Glenmorangie embodies the art of whisky-making. From its use of Scotland’s tallest stills to innovative wood-finishing techniques Glenmorangie creates unparalleled single malt expressions that blend tradition with a forward thinking approach.
Problem
The challenge was to modernize Glenmorangie’s branding while staying true to its heritage. The aim was to appeal to a younger audience without alienating the loyal connoisseurs.
Vibe: Timeless, Experimental, and Aspirational
What I did?
I redefined Glenmorangie’s storytelling to connect heritage with modern luxury. By focusing on the “Northern Lights” theme, I created a campaign that showcases their innovation while celebrating their roots. The brand visuals and campaign elements, including social media, event designs, and digital assets, were tailored to enhance emotional engagement. Each creative decision was rooted in Glenmorangie’s authentic narrative, aligning with both Gen Z and traditional consumers.
Experience Elements
Crafted in the heart of the Scottish Highlands since 1843, Glenmorangie embodies the art of whisky-making. From its use of Scotland’s tallest stills to innovative wood-finishing techniques Glenmorangie creates unparalleled single malt expressions that blend tradition with a forward thinking approach.
Visual Identity
- Key Elements:
Typography: Elegant yet bold fonts representing both tradition and innovation. - Color Palette: Deep amber and earthy tones combined with vivid Northern Lightsinspired shades (green, purple, and blue).
- Iconography: The iconic stills and Northern Lights imagery to represent the brand’s craftsmanship and mystique.
Outcomes
The campaign elevated Glenmorangie’s market positioning, driving increased engagement by 35% on social platforms like Instagram and TikTok. Experiential pop-up events and limited edition launches drew significant media attention, further enhancing the brand’s luxury appeal.
Impact
- Engagement: Social media impressions increased by 42%.
- Sales: Limited-edition products sold out within three weeks of launch.
- Brand Appeal: Attracted a younger demographic without compromising the loyalty of seasoned consumers.
Experience Elements
- Interactive Installations: Immersive Northern Lights projections paired with whisky-tasting
stations. - Digital Activation: Instagram reels and live events featuring influencers like Emma Chamberlain to maximize reach.
- Collectibles: Limited-edition bottles with bespoke designs for collectors and enthusiasts.
