Following a relaunch of the Speyside distillery, Tamdhu has been given a new brand identity courtesy of Glasgow and London-based agency Good.
The new look is designed to maximise the brand’s shelf impact as well as communicating the brand’s values through the textured black, white and gold tube, illustrated monograms and glass bottle inspired by the Victorian era.
Good has drawn upon Tamdhu’s heritage to create the new identity communicated by the new campaign slogan ‘Can Dhu’. The new position will also feature across digital, social media, promotional materials and advertising.
The agency was appointed to the account following its positioning and packaging work for parent company Ian Macleod’s other malt distillery Glengoyne.
Iain Weir, marketing director for Ian Macleod, commented: “Good came highly recommended and have delivered on their promises - a crystal clear, compelling positioning for Tamdhu that, as a team, we all embraced without hesitation.”
Good co-director Keith Forbes, who visited the distillery with Good’s other co-director Chris Lumsden and creative lead on the project Darren Adams to get a feel for the brand, added: “Born out of a time when Scotland led the world in many fields of endeavour, Tamdhu embraced technology and innovation. We wanted to capture that spirit that anything is possible when you put your mind to it.
"The chance to work on a brand of Tamdhu’s quality and provenance, but with pretty much a clean slate doesn’t happen very often. It was a huge responsibility but we relished the challenge of rebuilding, what we knew to be an outstanding premium global brand.”