Scotland's most famous vodka brand has changed its packaging for the first time in nearly two decades. Glen's has a new look which celebrates the iconic vodka's Scottish roots.
Owners The Loch Lomond Group teamed up with Glasgow -based creative agency Thirst for the redesign with a bid to target a "more serious end" of the market
First launched in 2003, it's the first significant overhaul of its packaging in almost 20 years, with the new design aimed at overcoming the brand’s ‘drifting sense of identity’ – which they say had become a threat to perceptions of quality and the brand’s growth.
Leaning into Glen’s roots, they say they have repositioned it as ‘a Sip of Real Scottish Spirit’, giving the brand "renewed relevance" with new and existing consumers.
“For over 20 years Glen’s has been part of the fabric of Scottish culture, synonymous with so much of what the nation is famous for – its sense of wit and fun,” Thirst’s Creative Director Matt Burns explained.
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“Yet with ongoing fragmentation and a drifting sense of identity affecting quality perception and impeding growth, it was time to reassess the brand direction.
"We wanted to move it away from emulating inauthentic provenance and instead take pride and confidence in its own roots, at the same time retaining its distinct demeanour and straightforward quality that appeal to smart, value-seeking consumers and bring a refreshing lift to the category."
The distinctive red, white and gold remains, as do the lions, but a simplified monogram has been added to create a more sophisticated look. Emphasis has been placed on the messaging – ‘Proudly Original’, ‘Extra Smooth’, ‘Triple Distilled’, and ‘Produced and Bottled in Scotland’ are now all clearly displayed on the bottle.
Burns added: “With a fresh new story to tell and visual equities to convey it, this fresher, more modern Glen’s stakes its claim to everyday quality, and paves the way for the brand’s braver growth ambitions."
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