Chronos Whisky: Timeless Pleasures Through Brand Identity
Situation: Creating Brand Identity for Traditional Whisky House
When a traditional Whisky house wanted to launch a new blend of whisky, they scoured the length and breadth of Scotland to find a distillery that they could work with. A whisky is defined by the heritage of the distillery and the talent and experience of the master blender.
However, to market a whisky effectively in the highly competitive whisky marketplace, the client needed an identity and branding that would create the kind of timeless connection that their product is all about. They wanted to tell the story of timeless pleasures of the finest scotch whisky and needed a name to create the right impact.
The whisky market is highly competitive, requiring brands that communicate heritage, quality, and luxury. The traditional Whisky house needed a brand identity that would create timeless connection while competing effectively.
Task: Create Brand Identity Creating Timeless Connection
The talented brand naming team at Spellbrand came up with an awesome name that really ties in with the brand story – Chronos – the Greek god of time and a matching brand mark, identity, bottle design and package design. The challenge required:
- Timeless connection: Brand identity that creates timeless connection that product is all about
- Brand story: Visual identity that tells story of timeless pleasures of finest scotch whisky
- Name impact: Brand name that creates right impact
- Luxury branding: Identity and branding for highly competitive whisky marketplace
- Heritage distillery: Brand that reflects heritage of distillery and master blender
Action: Strategic Brand Development
Brand Strategy: Timeless Connection Through Name and Identity
That is when they came to Spellbrand. The brand strategy:
- Leverages heritage: Heritage of distillery and master blender
- Creates timeless connection: Create timeless connection that product is all about
- Tells brand story: Tell story of timeless pleasures of finest scotch whisky
- Ensures name impact: Name to create right impact
- Uses Greek god: Chronos – the Greek god of time
Bottle & Package Design: Luxury Through Two-Part Identity
The brand identity is in two parts. The logo itself had two different avatars depending on where it is being used. Unlike regular branding, when you are dealing with products like Whisky, a central logo is not really required or effective. The title itself acts as the primary brand mark with a secondary brand mark that is used as a supportive element – in this case, the crown and signature.
The look and feel of the bottle label and the carton packaging are all about luxury. With gold hues overlapped with red and burgundy tints, the whole advert, marketing materials, and other visual touchpoints create a sumptuous look and feel. Although the brand is young, the image creates a look of an established brand and the packaging is sure to turn heads on the shelf.
Creating a luxury brand goes beyond just the logo or colors. It is about the overall mood which has to be communicated effectively. Print adverts, brochures, flyers, look-books, etc all have to be designed with this message in mind. The target audience and their preferences are quite critical in this kind of branding exercise.
This package design:
- Creates two-part identity: Brand identity in two parts with different avatars
- Uses title as primary: Title acts as primary brand mark
- Adds secondary mark: Crown and signature as supportive element
- Applies luxury colors: Gold hues overlapped with red and burgundy tints
- Creates sumptuous feel: Creates sumptuous look and feel
- Establishes look: Creates look of established brand despite being young
- Maximizes shelf impact: Packaging sure to turn heads on shelf
- Communicates mood: Overall mood communicated effectively
Result: Brand Identity That Creates Timeless Connection
The brand identity and package design we created for Chronos Whisky successfully creates timeless connection through brand naming and identity. The comprehensive brand transformation delivers:
Strategic Outcomes
- Timeless connection: Brand identity successfully creates timeless connection that product is all about
- Brand story: Visual identity successfully tells story of timeless pleasures of finest scotch whisky
- Name impact: Brand name successfully creates right impact
- Luxury branding: Identity and branding successfully compete in highly competitive whisky marketplace
- Heritage distillery: Brand successfully reflects heritage of distillery and master blender
- Complete brand system: Two-part brand identity, bottle design, and package design create unified experience
Implementation Success
Today, Chronos Whisky uses this comprehensive brand identity to attract customers seeking timeless pleasures of finest scotch whisky. The two-part brand identity with title as primary brand mark and crown and signature as supportive element, combined with luxury colors and sumptuous look and feel, creates a brand that looks established despite being young and turns heads on shelf. The brand successfully positions Chronos Whisky as a traditional Whisky house that scoured Scotland to find distillery to work with, with heritage of distillery and talent and experience of master blender defining the whisky, with brand identity and branding creating timeless connection in highly competitive whisky marketplace through Greek god of time naming and matching brand mark, identity, bottle design and package design.
