Lagg Single Malt Whisky
Brand development and campaign

Lagg Single Malt Whisky

Brand development and campaign

A stunning, purpose-built distillery on the southern tip of the Isle of Arran, Lagg opened its doors to the world in 2019. The brand got off to an incredible start, bottling its first single malts in 2022 and beginning to establish itself on the global stage.

But as a small, independent player in a highly-competitive sector, Lagg was going to have to work hard to keep up that initial launch momentum. The brand needed to cut through the noise.

A solid platform for growth

We worked closely with the Isle of Arran Distillers team to set the brand up for long-term success – building a solid platform for growth. We ran workshops and questionnaires with the distillery, leadership, sales and marketing teams – and brand fans too – to uncover new insights and begin to find the common threads.

We then carved out a razor-sharp brand strategy – with a clearly defined audience, tone of voice, and brand story. Creating a positioning that global distributors could get behind, that would attract new consumers, and that could unite the teams with pride.

So what’s the brand all about? In a word – contrast.

Sure, it’s tempting to conform and fit neatly into a box. But Lagg chooses to see things from both sides.

It’s a brand new distillery, steeped in history. An innovative mindset and a traditional approach. The carefree spirit of a newcomer, and the meticulous mind of a scientist. A heavily peated whisky that’s somehow soft and smooth. You can taste the surprise in every sip.

Lagg is made for openminded drinkers looking to be part of something that hasn’t happened yet. It’s a new way to see whisky. A confident brand that embraces all of life’s clashes and contrasts, and isn’t afraid to stand out.

From here we developed a full suite of toolkits, templates, and guidelines, and a high-impact integrated brand campaign – across film, digital, in-store, outdoor and experiential executions.

Against a backdrop of bold black and white photography, the whisky leaps from the page. While the film is underpinned by a bespoke piece of music – made entirely from real sounds of the distillery.

Film shot by our magnificent partners-in-spice Studio Mustard. Custom music composed and produced by the sharp talents of Spike Turner. Voiceover by the incredible Ellen Renton. All strategy, creative, art direction, writing, design and photography by StudioLR.