With great complexity, comes great reward

Client: Aberlour
Rebrand: Positioning, purpose, campaign activation

From cult brand, to the value of complexity

Aberlour is an iconic single malt whisky brand with a cult following amongst affluent 40+ men. Although well loved thanks to an incredible product the brand lacked meaning, emotional connection and consistency. The whisky category has become obsessed with accessibility, a bright Instagram friendly aesthetic and claims like fruity and smooth – we identified a core and distinctive product truth at the heart of Aberlour to drive distinction, the complexity of the liquid thanks to a double cask maturation process.

This truth inspired a new brand POV, to embrace life’s complexities and a new brand platform ‘With great complexity, comes great reward’. A call-to-arms inspiring our audience to look beyond the obvious, to challenge assumptions  and to seek a deeper understanding of the world around them, in order to take a more stimulating journey through life. We created a new visual identity and a new, modern craft aesthetic for the category featuring an authentic, reportage black and white photography style as well as a new orange logo and annotations which highlight the complexity and truth at the heart of each message and image.

The campaign has run through-the-line including 30s video assets, OLV, OOH and in-store, as well as becoming the driving force behind a pack redesign, Social Responsibility and new digital strategy all coming soon.



increase in positive brand lift


increased consideration


out performed CPM vs benchmarks

Hero Film

Key Visuals

Social content

Special builds