We were briefed by Diageo’s innovation team to create a credible and authentic new brand that would reinvigorate the Scotch category. We identified a gap in the sector for a brand with both style and substance, and inspired by whisky’s long lost cool, we created Haig Club.
Haig Club is a single grain Scotch that we designed to be different. Once we’d established the new concept and the brand strategy, we crafted the brilliant blue bottle to stand out in a sea of sameyness. It’s a beacon of taste, simplicity and classic style, welcoming a new generation of whisky drinkers to the club.
Hailing from the House of Haig, the world’s oldest distilling family, Haig Club is the next chapter in a family story that spans centuries of fine whisky. The cobalt blue comes from the colour of nosing glasses used by master blenders to conceal the colour of the liquid, allowing the senses to focus on flavour. Haig Club lives up to this tradition with a light, versatile and ultra smooth taste profile that you can enjoy neat, with ice, mixed, or however suits your style.
We will continue to work with Diageo to develop the direction of the brand as it launches worldwide.