![The-Glenlivet-Original-by-Tradition-12yo-2 Bottle of The Glenlivet 12yo on Turqoise background "Original by Tradition" Camapaign](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-Original-by-Tradition-12yo-2.jpg)
![TG_UK_6SHT_CAMPAIGN_OBT_PANEL_moretests4 Bottle of The Glenlivet Captain's Reserve on Violet background "Original by Tradition" ad Campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/TG_UK_6SHT_CAMPAIGN_OBT_PANEL_moretests4.jpg)
![The-Glenlivet-Lifestyle-Founders The Glenlivet Lifestyle Founders "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-Lifestyle-Founders.jpg)
![The-Glenlivet-Old-Fashioned The Glenlivet Old Fashioned "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-Old-Fashioned.jpg)
![The Glenlivet Original by Tradition Founders Reserve Bottle of The Glenlivet Founders Reserve on Cyan Background "Original by Tradition" ad Campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-Original-by-Tradition-Founders-Reserve.jpg)
![The-Glenlivet-headline WE'VE NEVER BEEN AFRAID TO MIX THINGS UP quote for "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-headline.jpg)
![The Glenlivet OBT_15YO_ALT Bottle of The Glenlivet 15yo on Maroon background for "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-OBT_15YO_ALT.jpg)
![The-Glenlivet-Founders-Flavour-Illustration The Glenlivet Founders Flavour Profile Illustration by Louise Mulcahy for "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-Founders-Flavour-Illustration.jpg)
![The-Glenlivet-18yo The Glenlivet 18yo "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-18yo.jpg)
![The-Glenlivet-Lifestyle-18yo The Glenlivet Lifestyle 18yo "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-Lifestyle-18yo.jpg)
![The Glenlivet OBT_18YO Bottle of The Glenlivet 18yo on blue background for "Original by Tradition" campaign by CPB London](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-OBT_18YO.jpg)
![The-Glenlivet-Press-Masterbrand The Glenlivet Press](https://cpb-london.studiosixty-one.com/wp-content/uploads/2019/11/The-Glenlivet-Press-Masterbrand.jpg)
The single malt whisky category looked very ‘same same’; dark, moody and fairly dull. Our brief was to change that up and make it relevant to a wider audience. The result is a brave move forward for The Glenlivet that redefines the whisky category. The visual expression of this is a new brand world, designed to live seamlessly in both digital and print.
The multi-panel design system is versatile and editorial in feel. The system allows different mediums to be combined, with single accent colours – in graphic and photographic elements – unifying each execution. Typography is big, bold, and confident. Branding is delivered solely via prominent packshots. Photography is taken in the moment; these are interesting, diverse people you’d want to hang out with. Boy do they dress well.