NEVIS Design, the Edinburgh-based design consultancy has designed, built and re-launched the website for the Morrison Bowmore Distillers brand McClelland’s single malt whisky. In addition, a range of brand support materials has also been developed to give strength to the point of purchase environments and for use by the MBD sales teams.
The site has been designed to support the re-launch of the McClelland’s range of single malt whiskies. The range captures the spirit of Scotland and the distinct whisky producing regions of the country: Highland, Lowland, Islay and Speyside, providing a quality, yet attractively-priced single malt. This encourages a wider market to sample and compare malt whisky from different Scottish regions; a concept that has already been firmly accepted by the French, Japanese and American markets.
The re-launch has also seen the introduction of a ‘whisky character’. The site aims to bring the whisky adventures of the brand character ‘Mr McClelland’ to life, through his personal monthly blog and travel adventures. Other features include comments and questions, a regional taste and cocktail suggestions area, news and media coverage, ideas on how to plan a whisky tour for the browser, and even a few hints and tips on how to pour that perfect dram.
Nevis undertook the repackaging exercise for the range throughout 2007. This encompassed new surface graphics, tubes and brand support materials. According to brand manager, Mari Laidlaw, the design was created to “produce an on-shelf family effect with a strong presence, thus producing an immediate experience”.
Mari continued: “The design had to be versatile and simple enough to succeed in mainland Europe, Canada and the Asia Pacific region and the USA – where the brand is currently No. 4 in the market.”
The site URL is http://www.mcclellands.co.uk
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