Disrupting an archaic market with a fresh perspective.

In collaboration with Mustard Brand Studio

The opportunity: Scotch has always been synonymous with men, fireplaces, antlers and tradition. We wanted to change that. Our task was to create a new brand that could reach an untapped market. Looking to create a more modern, inclusive and stylish identity that would match a liquid disruption.

The idea: We positioned, named, branded and designed Scarlet; a Scotch for a progressive and imaginative modern crowd. With a liquid and a culture anchored in expression, taste, and adventure, our new product was an ultra-premium single malt Scotch, with an array of unique finishes. Positioned to live in parallel with the art community, each batch, becomes a partnership with an artist. Creating bottle visuals and narratives in tandem with the liquid as a work of art both inside and out. This socially conscious and environmentally sustainable brand is to be introduced to a mindset, not an age or gender.