TORABHAIG SINGLE MALT
We developed LAUNCH assets for a new single malt
Using Torabhaig’s defined positioning and packaging, we worked with the brand to strengthen its storytelling and develop a consistent brand narrative and visual direction for launch.
Brand Narrative | Creative Strategy | Comms Design Direction | Key Visual | Launch Assets | Brand Book
THE CHALLENGE
In the crowded and loyal whisky market, the team at Torabhaig launched a limited volume single malt aimed at ‘peat connoisseurs’.
2017 The Legacy Series | The Inaugural Release was its first expression, going up against established brands to champion the Torabhaig name from its home, a brand new distillery.
The single malt brought something different, yet credible, to the market.
THE INSIGHT
Torabhaig Distillery is only the second ever distillery to be built on the Isle of Skye – a new enterprise revelling in state-of-the-art technology, yet which respects the traditional craftsmanship of whisky-making.
A team of distillers from different backgrounds was brought together to learn the craft and secure the legacy of Torabhaig, a new expression of peated single malt.
Wonderworks took direction from the duality that exists throughout the liquid, the brand story and the Isle of Skye itself to influence the creative approach, ensuring authenticity and countless storytelling possibilities.
KEY VISUAL & DIGITAL
THE APPROACH
Torabhaig is a brand rich in stories and truths that make compelling connections with whisky drinkers. But establishing an effective way to leverage these assets was essential if the right stories and messages were to be told at the appropriate point.
By developing a narrative with clear messaging hierarchy, we crafted a distinctive liquid descriptor, Well-tempered Peat, as the lead message for launch, as well as giving structure to the storytelling possibilities that bring to life the provenance, production and people of Torabhaig.
Messaging was then taken into design development to develop a lead Key Visual that could be flexed across activation assets.
THE WONDER
Speaking to the duality of Torabhaig’s provenance and liquid, a stunning Key Visual became the brand’s visual communications cornerstone.
Key assets were then developed to support distributors with launching the brand, alongside a comprehensive Brand Book featuring all Mossburn brands to bring structure and consistency to stakeholder onboarding.
Torabhaig was launched successfully, selling out of The Legacy Series | 2017 The Inaugural Release almost immediately and paving the way for a second expression, The Legacy Series | Allt Gleann.
