Good recaptures spirit of whisky pioneers
One of Scotland’s most distinctive malt whiskies is to be relaunched in 2013 as a premium brand aimed at aspirational connoisseurs around the world.
The distillery was ‘mothballed’
Good, is aiming to use Tamdhu’s history and traditions to create a distinctive identity that will appeal to a contemporary, affluent global consumer.
The Tamdhu distillery, designed by the renowned distillery engineer and architect of the time Charles Doig, dates from 1897.
Its production capacity was trebled between 1972-1975 and it currently has three wash stills and three spirit stills, capable of producing 4million litres of alcohol per year.
Keith Forbes and Chris Lumsden, co-directors of Good, and Darren Adams, the creative lead on the project, visited the distillery and steeped themselves in its history to ensure they were capable of devising a brand image that reflected its illustrious past.
“Tamdhu was one of the first Speyside distilleries. It was founded by a consortium of leading local business entrepreneurs who put a lot of money into building what, at the time, was a cutting edge facility,” says Lumsden.
“It was a highly ambitious venture to produce the finest whisky they possibly could using every modern technique available to them. It’s that spirit of entrepreneurialism and innovation that we want to reflect in the new brand image.
Forbes said: “The chance to work on a brand of Tamdhu’s quality and provenance, but with pretty much a clean slate, doesn’t happen very often.
“It’s a huge responsibility but we are relishing the challenge and are looking forward to the journey of building, what we know will be an outstanding premium global brand.”
The Good team was chosen following their other work on developing a refreshed positioning and packaging for Glengoyne, Ian Macleod’s other outstanding premium malt distillery. This exciting and exceptional repackage will be launched later this year.
Iain Weir, the company’s marketing director, said: “Good came highly recommended and have delivered on their promises - a crystal clear, compelling positioning for Tamdhu that, as a team, we all embraced without hesitation.”
“As we get entrenched in the process of evolving our new packaging, the detail, reasoning and craft that Good are delivering will, without doubt, offer long term premium value to the Tamdhu brand.”
For more info, visit: www.good-creative.com
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Good’s is amongst the top 1% of the most effective design agencies in the UK as listed by the Design Business Association (DBA).
Its ‘Simply Persuasive’ process delivers effective solutions to complex business problems that can drive entire communications strategies from one core idea.
Good’s work has been recognised with a series of honours at the DBA’s annual Design Effectiveness Awards and the Marketing Design Awards. Successful projects included an internal health and safety campaign for ScottishPower, a social media marketing campaign for Buchanan Galleries and the creation of a new brand identity for Argyll-based Fyne Ales.
Good’s founding partner, Keith Forbes, is a former creative business managing director of the year, a board member of the Design Business Association and has been quoted on lists of the most influential members of the media and marketing industries in Scotland.