We partnered with a global luxury spirits brand on the development of their first China origin single-malt whisky distillery. Our role included work on the brand creation, from positioning through to naming. A key objective for the client team was to connect local cultural provenance with their global expertise in whisky making.

We ran a series of consultancy workshops with stakeholders including leadership, R&D, architects, and the lead design agency, to develop cultural narratives that respected the traditions, provenance and enduring assets of the distillery location. We also engaged whisky consumers to guide the brand development process. The distillery broke ground in 2022.

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