Bringing a brand’s rich heritage to life for a more luxury appeal.

Brand positioning / Design strategy / Product portfolio management / Communications

Glenmorangie approached BSUR to help raise brand awareness globally. Under new ownership, the brand wanted to penetrate new target groups without alienating its core customer as well as establish a more luxurious feel through celebrating its Scottish heritage.

We envisioned Glenmorangie as Unnecessarily Well-Made: a brand that obsessively focuses on perfection in every aspect. The communications heighten the craftsmanship that goes into perfecting the taste notes in each barrel, exuding a luxurious appeal for the brand. Focus was placed on the significance of Glenmorangie’s terroir, intricate craftsmanship and the prodigious attention to detail that makes the smooth character of each bottle. Communications featured work from renowned international artists and master craftsmen, elevating the brand’s perception and entrenching it further into Scottish heritage.

Case study overview
Bringing a brand’s rich heritage to life for a more luxury appeal.
Bringing a brand’s rich heritage to life for a more luxury appeal.