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Purple Creative designed a visual identity for the Glenfiddich Experimental Series, featuring expressive and fluid hand-lettering by Alison Carmichael.

“The Experimental Series represents a new chapter within the wider Glenfiddich visual identity that we originally created in 2014; one where we have permission to express its maverick DNA" says Gary Westlake, Founding Partner and Creative Director of Purple Creative.

Alison tells us:

"The thumbprint was made by creating a template of a real thumbprint, set loosely with holding place typography to make sure that the copy all fitted in without any gaps. Then I traced the shapes with different styles of handwriting to represent the twenty whisky collaborators and pieced it back together on screen like a puzzle. The artwork was around a metre squared.”