Project: William Grant and Sons - Brand Development and Full Marketing Communications
Summary: Glenfiddich appointed AVC to undertake the design of a new brand identity for the Spirit of Scotland Awards and full suite of promotional materials for the event.

Background

William Grant and Sons Ltd is an award winning independent family owned distiller founded by William Grant in 1886. Distilling some of the world’s leading brands of Scotch Whisky and other spirits, including Glenfiddich, The Balvenie, Grants, Hendricks Gin and Sailor Jerry. 

Summary

Following a brand audit in 2007, Glenfiddich appointed AVC to undertake the design of a new brand identity for the Spirit of Scotland Awards and full suite of promotional materials for the event. The identity had to stay loyal to the Glenfiddich brand, incorporating the new text in line with the brand guidelines, ensuring it was attractive and that it would appeal to the target audience. Once designed, a full suite of materials were produced incorporating the new brand including invitations, award brochures, guest booklets and backdrop banners. 

Since the initial project, AVC has worked closely with Glenfiddich on their marketing communication strategy, including Inverness Airport signage, exhibition and interpretation materials, a new identity for the Glenfiddich Highland games and various brochures. AVC has also worked with The Balvenie brand, producing a high quality promotional brochure and a worldwide drinks awareness policy document.

AVC recently provided the audiovisual planning and support for two Glenfiddich events, the annual Spirit of Scotland Awards and in July 2009, a whisky launch event. This required careful co-ordination with Glenfiddich, set-up and technical support on the night to ensure the event was one to remember for all involved.

AVC also produced the Malt Whisky Trail website, incorporating Glenfiddich as well as all the other key Whisky brands in that famous area of Scotland.

As AVC continue to work more closely with William Grant and Sons the overall process is increasingly streamlined, with AVC developing materials that we know are tailored to the clients preferences, working in line with the individual corporate identities of their well known brand family.