Haig Club

Diageo

Advertising, Brand design, Brand strategy, Innovation, Packaging design, Retail

The challenge

In 2012, the world was in love with the whisky-soaked glamour of Mad Men and the prohibition-busting smuggling of Boardwalk Empire. Whisky was cool again, but only if you happened to be distilled in America. Tough to stomach for Diageo, the world's biggest producer of Scotch.

Our response

We created a single grain Scotch whisky brand from scratch. Haig Club was designed to be different: a striking blue bottle in a world of boring browns, square not round, easy to drink instead of an effort to enjoy, welcoming to everyone instead of rule-bound, contemporary not crusty, stylish not stuffy.

Welcome to the whisky David Beckham fell in love with.

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

The inspiration

Whisky blenders use blue nosing glasses to conceal the colour of the whisky they're making, so their superhuman senses are focused entirely on aroma and taste.

This felt like a powerful untold story to us; unique to the category and authentic to the Haig family's history of blending.

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.

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

We created beautiful blue-hued signature Haig Club serve photography.

Haig Club
Haig Club
Haig Club
Haig Club