To help Laphroaig capitalise on the valuable global travel retail opportunity by identifying gaps in the portfolio and bringing clarity to their offering and its role in travel versus the domestic market.

We reviewed the portfolio against GTR spirits and luxury categories, finding storytelling to be the key differentiator, as well as a mindset shift required to compete beyond just spirits. We developed two umbrella story concepts to unify the offering, alongside SKU rationalisation and pricing gap identification.

This led to a unified storytelling-led concept gave each bottle a clear role within the range.

Tasks & role: Brand Strategy & Design Lead