The first Whisky to come out of the Annandale Distillery in nearly 100 years - this would be a big story. We needed to ensure the brand story would live up to the task of 100 years in the making.
We saw the two single malt Scotch whiskies as complex and contrasting characters - two Scottish heroes, two sons of Scotland. Thus, the peated smoky expression of the whisky is inspired by the character of Robert the Bruce, warrior King of Scotland and the Seventh Earl of Annandale. The non-peated fruity expression is based on the character of renowned Scottish poet Robert Burns, who was an excise man at Annan.
These characters became the MAN O’SWORD and the MAN O’WORDS. The names link the two whiskies and the iconography clearly represents the two archetypal Scotsmen, which are universally recognisable.
The masculine character is emphasised with contemporary, broad shouldered bottles, on which the graphics are directly screened. The silver sword and the dark smoke convey the bold, smoulderingly smoky aspect of MOS and the gold quill and flowing words help communicate the lyrical, smooth and mellow nature of MOW.
Release the Rascal Within
"With ale, we fear no evil; With whisky, we’ll face the Devil!"
The spirit is outgoing, adventurous and a bit of a rogue... the idea of “releasing the rascal within” was born.
We needed to make Rascally Liquor a desirable product in its own right, rather than an inferior, rough precursor to Single Malt Scotch Whisky.
Tam o’ Shanter, from the Burns poem, inspired the pack imagery.
The design uses the bridge that he has to cross to create the branding and the double L forms the bridge’s keystone. The shape of Tam riding his horse gives a distinctive icon for the brand that can be adapted to convey the different character of the products. The idea of releasing the rascal within is brought to life by the silhouette of Tam riding Maggie casting a shadow. This not only shows the shape of the rider and horse it also reveals different aspects of Tam o’ Shanter and the character of the two types of raw spirit – the rascal inside."Tam skelpit on thro’ dub and mire, Despising wind, and rain, and fire. Whiles holding fast his gude blue bonnet..."