Whisky might not still be exclusively old, male and Scottish but it’s still a bit stale. So we were tasked with creating a new collection that appeals to a trendy culturally astute and international audience.

First we created the collection, the “Groundbreaker series”. Each new addition is inspired by contemporary creator who embodies the pioneering of the Glenlivet founders.

Then we created, chapter one, with Red Hong Yi, a female, international artist, creating huge works with fire, inspired by travel. These artworks became the starting place for the packaging and the story.