The Glen Grant
Exploration Series launch
- ORGANIC SOCIAL - ART DIRECTION - TOV DEVELOPMENT -
Context:
To launch The Glen Grant’s Exploration Series, the brand needed a social identity that could reflect the craft of the product and appeal to a more culturally curious, younger audience.
My role was to develop the storytelling and art direction for this product launch, as well as the tone of voice guidelines for the brand as a whole for social.
The Insight:
This Whisky is made by building up layers - each cask and ingredient adds depth and character.
The Creative Approach:
Rather than explaining the craft, I used layering as a metaphor. The whisky's process became a lens for how we all accumulate experience, the places that change us, the moments that stay. Rooted in travel and memory, not product features.
Art Direction:
The visual language was built around the same idea - textures, landscapes, light and observational detail combined into layered compositions that evoked taste, place and memory rather than category tropes.
Tone of Voice Development:
The Glen Grant had no defined social voice. I built one around ‘The Major’ the explorer who founded the brand, using him as a creative lens rather than a literal character.
Curious: Travelled, but not showy about it. Notices what others overlook.
Charming: Wry, lightly irreverent, never trying too hard.
Meticulous: Obsessed with detail. The best things are built from what most people miss.
Lightly Eccentric: A slightly unexpected way of seeing the world. Rooted in intelligence, not performed for attention.
The brand’s POV:
Exploration isn't distance. It's depth. Travel doesn't just take you places, it teaches you what to notice.
