GORDON & MACPHAIL
INTRODUCING THE 'WHO ARE YOU?' OF THE WHISKY WORLD
![Gordon & Macphail portfolio packaging](/sites/default/files/styles/full_width/public/2023-11/GM_banner_1a.png?itok=CwQV0nvO)
TURNING CLEAR AS MUD INTO CLEAR AS DAY
Gordon & MacPhail’s huge range was impressive, but it was getting increasingly difficult for customers to navigate.
People just didn’t ‘get’ them. The brief was simple (but hugely ambitious).
![Gordon & Macphail whisky portfolio packaging](/sites/default/files/styles/half_width/public/2023-11/GM_banner_2a.png?itok=UW1a2b_v)
They wanted us to make it easier to get around their portfolio, to shift perceptions from ‘premium’ to ‘luxury’, and make them the brand for serious whisky enthusiasts. A magic formula for bigger profits — by selling less.
![Gordon & Macphail portfolio packaging](/sites/default/files/styles/half_width/public/2023-11/GM_full_size_rect_4%20copy.jpg?itok=GriizHAs)
Our task centred around a portfolio strategy for the 500+SKUs in the G&M portfolio. We had to clearly articulate the role of each range and simplify the customer journey, from entry level, through to super premium whiskies.
This entailed brand identity development, on-bottle descriptions, packaging design, and production across all ranges.
![Gordon & MacPhail](/sites/default/files/styles/half_width/public/2023-12/PAGE%203.png?itok=f0Z65nX8)
![Gordon & Macphail whisky portfolio packaging](/sites/default/files/styles/half_width/public/2023-11/G%26M_PC1_Glenlivet_1978_53.5_Q4_2019_Berkeley%20Hotel_Bottle%20and%20dram%20on%20bar%20with%20bottles%20in%20background_P_HR_CreditDavidParryPhotography.jpeg?itok=qlDzgY4J)
![Gordon & Macphail whisky portfolio packaging](/sites/default/files/styles/full_width/public/2023-11/G_M_Portfolio_Hierarchy_Structure%20copy.jpg?itok=ZN0SDRYG)
Stakeholders, consumers and distributors were surveyed in Scotland, London, Paris, and Chicago. And following a thorough review, we turned a chaotic 11 ranges into a harmonious five.
Storytelling was introduced on the packaging, while symbolism and glass weight reflect the increasing exclusivity of each range.
![Gordon & Macphail whisky portfolio packaging](/sites/default/files/styles/half_width/public/2023-11/GM_banner_4.png?itok=nk1TGkOR)
![Gordon & Macphail whisky portfolio packaging](/sites/default/files/styles/half_width/public/2023-11/060819DPGM-25%20Large.png?itok=JwAzVZfc)
![Gordon & MacPhail full portfolio](/sites/default/files/styles/full_width/public/2023-12/GM_full_bleed_2.png?itok=66bs9FaY)
FROM UNDERESTIMATED AND MISUNDERSTOOD TO CLEAR AND CONCISE
Underpinning the success of the project lies a solid brand strategy. An extensive pre-design insight phase — including desk research, situational analysis audit and extensive testing with consumer and trade audiences — gave us a strong foundation on which to base all design recommendations and placed the end consumer at the heart of our thinking.
![Gordon & Macphail whisky portfolio packaging](/sites/default/files/styles/half_width/public/2023-11/G%26M_CC_Mortlach_1999_57.2_Q1_2019_Berkeley%20Hotel_Bottle%20on%20table_L_HR_CreditDavidParryPhotography%20Large.png?itok=oSfXG15a)
![Gordon & Macphail whisky portfolio packaging](/sites/default/files/styles/half_width/public/2023-11/G%26M_PC1_Glenlivet_1978_53.5_Q4_2019_Berkeley%20Hotel_Bottle%20on%20bar%20mood%20lighting_P_HR_CreditDavidParryPhotography%20Large.png?itok=RFXZ6bUP)
![G&M](/sites/default/files/styles/half_width/public/2023-12/PAGE%2011.png?itok=o9dFKHW5)
“This project has very much been the catalyst to help Gordon & MacPhail Whiskies unlock the value of the unique stock we have.”
— Ian Chapman, Brand Director, Gordon & MacPhail