Highland Park were looking to transition the brand from a small bespoke offering to a heavy weight in the single malt world stage. They were looking for a creative comms idea to help them achieve this and to be at the centre of all their marketing. They wanted a big idea that was completely ownable, set them apart from the competition and consumers could connect with.

Although the location of the distillery is unique, we knew Orkney could not become an ownable asset or USP for Highland Park as Scapa distillery operates close by. We could use the location in marketing support, but it could never be “owned” by Highland Park. We wanted to find a brand idea that consumers spanning diverse cultures and countries could relate to and get behind.

We hit the ground running with a research trip to Orkney where the distillery is located. Traveling around the islands heritage sites we unearthed Orkneys rich viking past as a region that was invaded and ruled by Norse Vikings for centuries. No other single malt used the vikings as their main brand narrative so it was completely ownable. We could see how the viking concept could engage consumers on an emotional level and allow the brand to identify with their target market.

The brand asked us to create their brand photography and film for use across all marketing channels. Our idea was to reflect the wilderness and untamed beauty of the Island like it would have been back when it was under viking rule. We established a stylised aesthetic for the brand. We chose to go moody and atmospheric with the imagery to reflect the wild weather that often batters the islands. We opted for a largely monochromatic style with blue tinting to create a duo tone feel. We showed the wild seas and the natural landscape to portray the place as a pure and unspoiled environment and captured standing stones to showcase the ancient mystery and rich heritage.

The viking comms idea has been at the heart of Highland Park for many years. It has informed everything from their strapline and brand identity to tone of voice and all visual content. It has been the spring board for contemporary and character driven product innovation with entire ranges named after viking hero’s. This comms idea has positioned Highland Park as an exciting, fresh and respected brand with story and character at its core.

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