Diageo’s Classic Malts Selection is the world’s largest collection of single malt whiskies. The B2B brand which I created for them was used to streamline and simplify this complex and diverse portfolio. For the creative solution I wanted to invest in the heritage and equity of the products so chose to photograph all of the most beautiful elements of the packaging for these malts, including the bottles, labels and seals. A library of these images which show these design details in an intimate and surprising way was created. In addition, I modernised the Classic Malts marque and introduced a typographic style and colour palette that is both classic and modern.
Visual identity build