Evolution, not revolution was the brief. Scottish Leader had a loyal following in overseas markets and a softly, softly approach was called for by the client. However, in the 16 months that followed the only thing to remain, due to budget, was the bottle.

The logotype was re-drawn and re-cut to reflect the brand values. The illustration was abandoned and a new dramatic painting was commissioned from leading Scottish painter Andy Taylor. New typography, colour palette, distillery illustration, primary and secondary packaging, guidelines, website, point of sale and advertising all followed.

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