The Loch Lomond Group (LLG) has enlisted creative agency Thirst to create a new premium brand to shake up its blended malts proposition.
In partnership with the agency, LLG has released three new whiskies under the Noble Rebel brand; Orchard Outburst, Smoke Symphony, Hazelnut Harmony .
Overseen by the group’s head of innovation Calum Leslie, the creative aims to elevate the LLG brand and to communicate the care and dedication involved in every dram.
“Just as every dram is an exercise in flavour creativity, the bespoke illustration style was created to convey each masterpiece, welcome discovery, and delight to the senses before a drop has even been drunk,” Thirst creative director, Matt Burns said.
“We set out to help elevate the blended whisky category, to shake it up, and push the boundaries of what’s expected within it. We wanted to shine a light on the gateway into flavour experimentation and entice educated drinkers who care about the story behind their whisky to go somewhere they haven’t been before.
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He continued: “The Noble Rebel brand name speaks to the duality within the brand ethos, while each liquid is a combination of unexpected flavour profiles. It’s not about being literal. It’s about bringing together the flavour cues within each liquid and the feeling they evoke for new drinkers and whisky experts alike.”
With a new visual identity inspired by an art gallery aesthetic, Thirst worked closely with LLG’s master blender Michael Henry to create Noble Rebel’s three distinct liquid profiles.
Leslie added: “Noble Rebel is an exciting new addition to the growing Loch Lomond Group portfolio. We worked with Thirst to ensure the brand identity represented the liquid within to truly capture the attention of the audiences we want to reach. At the heart of each expression is our shared passion for blending finely curated malts into a product of beauty, and Thirst’s work means that is true both inside the bottle and out.
“Our collaboration with Thirst elevates our aim of bringing new ideas to old ways and deeply rooted traditions – our drams are modern masterpieces that welcome newcomers with open arms, and delight old friends alike.”
The collaboration marks the latest in a series of successful partnerships between Thirst and major alcohol brands, having recently overseen campaigns for The Botanist Gin and LLG-owned Glen’s Vodka.
