Identity refresh brings Highland Park into new era
Edrington-owned Highland Park is ‘stepping into a new era’ with a reinvigorated identity and a new campaign that stars Orkney locals who embody the whisky brand’s ‘different by nature’ approach to whisky.
To mark the launch of its new ‘brand world’, Highland Park has released a campaign featuring a cast of real-life Orkney ‘local legends’, who are said to represent the brand’s uniquely different approach to whisky making via their creative, original and unexpected approach to life.
Paul Condron, brand director at Highland Park, commented: “Highland Park has always been an incredibly special whisky, but Orkney is what makes it special.
“In this campaign, we’re paying tribute to our Orkney roots, but also setting a tone for the future, embracing the very real charm and originality of the place we are lucky enough to call home.”
Shot in Orkney by photographer Tom Johnson, and accompanied by a film directed by Sam Johnson, the campaign follows the locals across key landmarks in Orkney that inspire Highland Park’s whisky making process.
Scenes include shots from the Highland Park distillery and the heather-strewn landscape of Hobbister Moor, where the brand responsibly sources the unique, heather-infused peat that gives Highland Park whisky its distinctive hint of aromatic smoke.
The ensemble cast features local Phylida Wright, a grandmother of eight who has lived in Orkney for more than 50 years; Highland Park warehouse operator Gary Skea; farmer and ecologist Noel Thomson; and artists Louise Barrington and Megumi Barrington. Together, they bring to life the dynamic, multifaceted Orkney that offers daily inspiration to Highland Park.
‘Different by nature’
The campaign centres on the new strapline, ‘different by nature’ and is accompanied by new ‘reinvigorated’ packaging designs for Highland Park’s core products, inspired by Orkney’s culture of creative craft and ‘awe-inspiring’ natural beauty.
The packaging also nods to the unique flavour profile of Orkney peat smoke through heather-flecked labels visible on the bottles and cartons, alongside a refreshed Highland Park logo.
Meanwhile, Highland Park’s dedication to craft and creativity is represented through a subtle wood-grain pattern inspired by its use of Sherry-seasoned oak casks.
Beyond the outer packaging, Highland Park’s distinctive square-shaped glass bottle has been simplified to allow the natural colour of the whisky to shine through, and ‘Product of Orkney’ has also been cut into the glass to highlight the whisky’s provenance.
The designs are currently being rolled out across Highland Park’s classic range (12 Years Old, 15 Years Old, and 18 Years Old) and travel retail editions.
The new campaign, packaging and ‘different by nature’ brand world will begin to roll out globally from this month.
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