Despite growing to the 6th position in the global market (and France’s No.1), Aberlour whisky was relatively unknown to the general population – even citing themselves as ‘Scotland’s best kept secret.’ Equally, they hadn’t changed their communication much since their inception in 1879. There was obviously an opportunity here that hadn’t yet been tapped and WMH was asked to do the tapping.
WMH looked at Aberlour’s long legacy, only to discover the founding family’s motto, ‘Let the deed show’, meaning ‘actions speak louder than words’. It’s the people, process and place surrounding Aberlour that help create a whisky with such distinct character. WMH unearthed these deeds and, working closely with Scottish artist Liz Myhill, brought them to life using traditional lino cutting and printing techniques, to create original illustrations gleaned from books of storytelling in the 1900’s.
Since conceiving the new brand world, WMH has been commissioned to further develop this unique story with a short film documenting Liz Myhill’s work, a ‘Book of Deeds’, as well as other projects.
Mobius Award - Award
Mobius Award - Best of Show