BRUICHLADDICH – PROGRESSIVE HEBRIDEAN DISTILLERS

Bruichladdich
Retail

Bruichladdich – Progressive Hebridean Distillers.

Heralding from Islay, Scotland’s most famous whisky-making island, Bruichladdich have a deep respect for terroir and the land from which their product comes.

We were tasked with creating an innovative new Global Travel Retail concept which is as disruptive as Bruichladdich’s iconic blue bottles, and could bring the people of the airport all the way to Islay.

Follow our journey See the end result

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH.”

MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER

Discovery

Immersing ourselves in the Bruichladdich brand was key. We spent three days on Islay, Scotlands famous whisky producing island, learning about the quirky and rebellious brand who are known for doing things differently.

Direction

“Show the drinker the journey of the dram. Take them to Islay, let them feel the brand.”

Bringing Islay to the busy airport environment was the purest way to give the consumer an experience of the distillery.

We were enchanted by the distillery windows, and saw these as a key portal through which the consumer could see in to the distillery and see out on to the Islay landscape.

Design

“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE A BRAND INTO A PHYSICAL SPACE.”

Michael Sheridan - Chairman and Founder

Retail Design

Various elements of the brand were used to create an impact, including making a feature of the bold and contemporary bottles, the stunning brand photography, and the iconic blue of Bruichladdich.

We explored using technology to create an immersive experience, which is what we carried through to the final concept. The distillery window is used to transport the consumer to Islay, from which they then learn about the products and the brand.

Creative concepts

Concept 1

Concept 2

Concept 3

Concept refinement

The final concept

Concept Management

The new look and feel of Bruichladdich’s travel retail identity was then adapted for further sites, including Gatwick and Heathrow.

A range of furniture types was also created, from a circular bar, to tasting tables and small merchandising fixtures.

Gatwick

Hamburg Airport

Heathrow T3

Deliver

“METICULOUS EXECUTION THROUGH CAREFUL PLANNING UNDERPINS OUR STANDARDS OF DELIVERY, EVERY TIME.”

MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER

Manufacture

While taking a tour at the Bruichladdich distillery we were constantly looking out through these iconic blue windows, either watching the Bruichladdich craftsmen or looking out on the beautiful lands on Islay.

All the materials and finishes were taken directly from that tour, the blue painted woods and the rough white painted exteriors, bringing that feeling of terroir to airports everywhere.