The new-look packaging celebrates Glenmorangie’s deliciousness.
Glenmorangie Highland single malt whisky has today revealed bold new packaging, designed to convey the deliciousness of its single malt. Glenmorangie already brings to life its whisky’s wonders in many ways; from a colourful brand campaign shot by renowned photographer Miles Aldridge, to its boutique hotel Glenmorangie House – a sensory playground for guests. Now, inspired by its whisky’s award-winning flavours, the brand has reimagined its packaging with an elegant new bottle, vivid colours and playful details.
The new look transforms all parts of Glenmorangie’s packaging, combining elegance, luxurious materials and a sense of fun. The packaging will be rolled out worldwide from August 2022. Changes include:
–Bottle: With an even more elegant shape, the new bottle features wider shoulders, a tapered neck and stopper and a swirled detail inspired by Glenmorangie’s Signet icon on the base.
Carton and labels: Designed to stand out boldly on shelves, carton and labels are vividly coloured to reflect the flavours of each whisky. Luxurious curving line work runs through the packaging, reflecting the fluidity of the liquid, the wood in which Glenmorangie is aged and the Distillery’s undulating Highland surroundings. Glenmorangie’s Signet icon has been given more prominence and simplified to draw consumers’ attention and the wordmark split across four lines in a playful design, which will increase visual impact in stores. A new tone of voice brings the whiskies’ flavours to the fore, the brand’s symbol, the giraffe, is showcased on the back of the carton.
Louise Dennett, Glenmorangie Global Head of Brand, said “Our whisky is truly delicious and our reimagined packaging brings its flavours to the fore. We see this as an opportunity to welcome new drinkers with a playful elegance which reflects our creativity in whisky making; and to ensure our single malt stands out by using bold colours and enhanced branding.”
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