Presented with the challenge of revitalising blended whisky with a millennial-focused NPD, the creative team at Biles Hendry first considered the reasons behind the sector’s flagging sales.

In our previous post we looked at the value of brandmarks that last. We saw how rarely this is achieved with many brand’s logos changing fairly regularly, diluting recognition and trust, wasting valuable resources, and missing out on the opportunity to further build their tribe. Good logos come from purpose driven design but what is otherwise known as ‘form follows function’ is nothing without the second part of the equation, which in simple terms is the people involved...