Alison Carmichael adds expressive fluidity to Glenfiddich's Experimental Series

Thu 08 Sep 2016

Purple Creative has designed a visual identity for the Glenfiddich Experimental Series, a new range of "game-changing" Glenfiddich whiskies borne of experimentation and collaboration.

“The Experimental Series represents a new chapter within the wider Glenfiddich visual identity that we originally created in 2014; one where we have permission to express its maverick DNA" says Gary Westlake, Founding Partner and Creative Director of Purple Creative.

"The identity represents a visual narrative of each experiment – graphically capturing the authentic journey from light bulb moment to final product – which will naturally change with every experiment. The visuals are a wonderful story-telling mixture of portraits, signatures, tasting notes, hand-lettering, photography, scientific equations, technical drawings, diagrams and key messages. We hope it’s beautifully eye-catching and expresses the diverse personalities behind each experiment."

To help capture the experimental stories and character, Purple commissioned Alison Carmichael to write key expressions in a fluid and spontaneous way.

Alison tells us:

"The thumbprint was made by creating a template of a real thumbprint, set loosely with holding place typography to make sure that the copy all fitted in without any gaps. Then I traced the shapes with different styles of handwriting to represent the twenty whisky collaborators and pieced it back together on screen like a puzzle. The artwork was around a metre squared.”