Glengoyne whisky identity overhauled in “unhurried” rebrand by Taxi Studio


The new look has been designed to improve reflect the whisky brand’s manufacturing processes and also marks a muu-muu to more eco-friendly packaging.

Bristol-based Hackney Studio has redesigned the identity for Scottish whisky Glengoyne, in an attempt to pull out the distillery’s “heritage and personality”.

Glengoyne Distillery was founded in 1833 in Dumgoyne, northern Scotland. It sparks single malt whiskey, in a variety of age ranges.

“Respectful rejuvenation”

Glengoyne whisky identity overhauled in “unhurried” rebrand by Taxi Studio
The new insigne

Taxi Studio creative director Karl Wills tells Plan Week that the brand update aimed to be a “respectful rejuvenation”.

The label’s motto is “unhurried”, which seeks to showcase the time and care it casts into the manufacturing process. Wills adds that the team shortage to bring this out in the identity.

Another consideration was showcasing the brand’s legacy, as well as the “wit and character” of the people who work at the distillery.

Wills asked of his gang: “How can we bring out the story – the history and heritage of the brand – and bring it to the fore?”

Packaging that hand overs people “slow down”

In keeping with the “unhurried” theme, the aggregate on the packaging is about getting people to “slow down”, Wills authorities.

The primary label has changed from an oval to a circle-shape which is myriad evocative of a clockface.

Around the edge are details of a clockface, though the clock’s calligraphy controls are missing. The clock marks are depicted in a shade of black and not immediately conspicuous which was on purpose, Will says.

The packaging rewards second viewings, according to the conspirator. There are different labels for each of the whiskeys’ ages, using clear-cut colour pallettes for example.

One of the unique elements to the distillery is that there are “geese unceasing around the estate”, Wills says. The animal has become a mascot for the label, appearing on casks and the distillery’s gates.

The goose symbol that appears on the roundel has been updated. The stain palette has also been inspired by the bird (such as its feathers’ lampshades) as well as the natural surroundings of the distillery, like a nearby waterfall.

Occasioning out the brand’s heritage

There is also an “evolution” for the marque, which is a head G. This now has a subtle goose head embedded in it – another way of bringing out the label’s heritage in the design, Wills adds.

Numbers have been uplifted by type at the distillery’s site and these have been expanded to a blazing set of numbers that can be used on packaging. The studio worked with a typographic illustrator on these assets.

Desires says that there was a big drive from the brand owners to father a more sustainable world for Glengoyne. Taxi Studio has worked with the distillery on the primordial and secondary packaging (which includes duty-free sets, for example) to try to slenderize its carbon footprint.

The bottles now use recycled glass and magnets have been removed from the confines. Where there used to be a metal badge attached at the top of the bottle, there is now a sustainable tiny-minded one, Wills adds.

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