Scottish vodka label Glen’s has been given a major branding refresh as the brand aims to increase consumer appeal and growth in new markets.
Parent company The Loch Lomond Group turned to Glasgow-based creative agency Thirst to orchestrate Glen’s brand evolution, as it targets a larger slice of the vodka market with a more attractive brand identity that celebrates its Scottish history.
The iconic Scottish brand was launched in 2003 and Thirst’s reimagining of the Scottish spirit is the first significant overhaul of its packaging in almost 20 years.
Thirst’s primary challenge was to overcome the brand’s “drifting sense of identity” – which had become a threat to perceptions of quality and the brand’s growth.
The creative agency’s strategy was to lean into Glen’s roots and reposition it as “a Sip of Real Scottish Spirit,” giving the brand renewed relevance with new and existing consumers.
“For over 20 years Glen’s has been part of the fabric of Scottish culture, synonymous with so much of what the nation is famous for – its sense of wit and fun,” Thirst’s creative director Matt Burns explains.
“Yet with ongoing fragmentation and a drifting sense of identity affecting quality perception and impeding growth, it was time to reassess the brand direction.
“We wanted to move it away from emulating inauthentic provenance and instead take pride and confidence in its own roots, at the same time retaining its distinct demeanour and straightforward quality that appeal to smart, value-seeking consumers and bring a refreshing lift to the category.”
