Haig Club

Diageo

Innovation, Packaging Design, Brand Development, Premium Retail, Experiential, Strategy, Content, Art Direction

The Challenge

We were briefed by Diageo’s innovation team to create a credible and authentic new brand that would reinvigorate the Scotch category.

The Innovation

We identified a gap in the sector for a brand with both style and substance, and inspired by whisky’s long lost cool, we created Haig Club – a single grain Scotch that we designed to be different.

Haig Club
Haig Club
Haig Club
Haig Club
Haig Club
Haig Club
Haig Club
Haig Club

The Bottle

Once we'd established the new concept and the brand strategy, we crafted the brilliant cobalt blue bottle to stand out in a sea of sameyness. A nod to the master blender’s traditional blue nosing glass – it’s a beacon of taste, simplicity and classic style, welcoming a new generation of whisky drinkers to the club.

Haig Club
Haig Club
Haig Club
Haig Club
Haig Club
Haig Club
Haig Club
“We set out to deliver a bottle design that would have all the substance and authentic storytelling of a classic whisky, but realised in a radically different form. Square, blue and devoid of a label - the bottle breaks with scotch convention to deliver something that is hopefully startling, beautiful and pure.”
Dave Palmer - Executive Creative Director, LOVE.

The Brand

Hailing from the House of Haig, the world’s oldest distilling family, Haig Club is the next chapter in a family story that spans three centuries of fine whisky. We continue to work with Diageo to develop the direction of the brand as it grows around the world.

Haig Club
Haig Club

A Global Toolkit

In bar visibility items as part of a wider global retail toolkit.

Haig Club
Haig Club

The Serve

Working with photographer Rob Lawson, we created beautiful blue-hued signature Haig Club serve photography.

Haig Club
Haig Club
Haig Club
Haig Club