William Grant & Sons is launching a new global brand identity for its Grant’s Family Reserve scotch whisky which will be used in all future advertising.
The identity, developed by London-based brand consultancy Creative Leap, is part of a revamp of the brand which has included brand positioning, packaging design, distribution and advertising.
Creative Leap has designed a new logo which will be used for brand communication in the same way that Bacardi uses its distinctive bat design.
The new look draws on the shape of the whisky’s distinctive three-sided bottle.
The consultancy has also developed guidelines for Grant’s advertising campaigns and has been involved in new product development, the details of which have still to be revealed.
“The objective is to create an identity which will be used in every market around the world and will become the cornerstone of all brand communications, says Trevor Bradford, director of Creative Leap.
William Grant & Sons has been overhauling its marketing since the arrival of Heather Graham as marketing director last year.