As unnecessarily well made as a fine Scotch whisky
The Glenmorangie Company’s stakeholder magazine – Spirited – needs to support its credentials as one of LVMH’s luxury brands; and one that keeps alive the fine tradition of distillery craftsmanship.
After an internal review, we suggested improvements to help Spirited deliver better on that promise. This included revamping the masthead to recreate the luxurious look and feel of Scotch whisky bottle labels in print.
Spirited’s Bauhaus-style grid – a classic magazine design format – lends itself naturally to upmarket publications, giving a clean, structured layout. We also combined serif and sans serif typefaces to replicate whisky industry labelling and print design, reinforcing the message of craftsmanship, tradition and luxury.
The result? A magazine that achieves its aims – and inspired Glenmorangie to commission something similar exclusively for its own employees.