Agency: JDO Brand Design and Innovation
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Description:

JDO, the international creative agency that creates belief, continues to support its long-standing partners at Pernod Ricard with The Glenlivet 12YO Licensed Dram design. This new limited edition marks the second chapter of The Glenlivet’s ‘Original Stories’ series and follows the widely popular ‘Illicit Still’ launch, also designed by JDO.

With a flavour profile that takes a new spin on the single malt that started it all, ‘Licensed Dram’ pays tribute to The Glenlivet’s visionary founder George Smith and tells the story of how, in 1824, he was honoured with the first license for the legal production of whisky. Keeping in line with The Glenlivet’s ‘Original by Tradition’ philosophy, JDO’s design celebrates this pivotal moment in whisky history in a way that feels modern, elevated, and authentic.

Outer packaging features the original 1824 licence, distressed by time, with the hand-stamped brandmark and other elements deliberately askew to create a slightly edgy and contemporary feel. This document is also showcased on the bottle label with gold accents on The Glenlivet’s smooth-flowing curve to highlight the premium proposition of this limited edition. The unique bottle shape is inspired by the oldest The Glenlivet structure and is used, along with the deep teal colour, by all offerings in The Glenlivet’s ‘Original Stories’ collection.

“Designing The Glenlivet Licence Dram was a wonderful opportunity to use a new voice to tell an old story,” comments Bronwen Westrip, Creative Director at JDO. “In finding the right balance between respecting brand equities whilst introducing new elements to convey the rich story of The Glenlivet’s ground-breaking inaugural whisky, we found a relevant way to help consumers discover something new and compelling about this iconic whisky.”