Orkney-based whisky distillery Highland Park has unveiled a new marketing campaign to mark the launch of a brand and packaging refresh.
The campaign features a cast of real-life Orcadians filmed and photographed at key landmarks in Orkney that inspire Highland Park’s whisky making process. Shots include the Highland Park distillery itself and the heather-strewn landscape of Hobbister Moor, where the brand responsibly sources the heather-infused peat that gives its whisky a distinctive hint of aromatic smoke.
The cast features local legend Phylida Wright, Highland Park warehouse operator Gary Skea, farmer and ecologist Noel Thomson, and artists Louise Barrington and Megumi Barrington.
The film can be viewed on the Highland Park website.
The campaign is accompanied by new packaging designs for Highland Park’s core products, inspired by Orkney’s culture of creative craft and natural beauty.
Currently rolling out across Highland Park’s classic range and travel retail editions, the new packaging pays tribute to Orkney’s ethereal light and invigorating climate with a fresh, bright and contemporary colour palette.
The packaging also nods to the flavour profile of Orkney peat smoke through heather-flecked labels visible on the labels and cartons, alongside a refreshed Highland Park logo. A subtle wood-grain pattern is inspired by Highland Park’s use of the finest sherry-seasoned oak casks.
Beyond the outer packaging, Highland Park’s distinctive square-shaped glass bottle has been simplified to allow the natural colour of the whisky, which derives entirely from the cask, to shine through. ‘Product of Orkney’ has also been cut into the glass to celebrate the whisky’s provenance.
Paul Condron, brand director for Highland Park, commented: “Highland Park has always been an incredibly special whisky, but Orkney is what makes it special. In this campaign, we’re paying tribute to our Orkney roots, but also setting a tone for the future, embracing the very real charm and originality of the place we are lucky enough to call home.”
