Benmore Whisky Visual Identity Design
Creating parallels
Background
Benmore Whisky is Diageo’s mass market whisky brand, targeting people in their early 20s. To reach this audience, Benmore maintains a strong presence at events and in media outlets consumed by its target demographic, ensuring the brand remains visible and culturally relevant.
As part of strengthening the Benmore Whisky visual identity design, Diageo sought to evolve the brand’s distinctive assets. While the stag symbol carried existing recognition, there was an opportunity to refine the visual system into a more ownable and flexible identity capable of performing consistently across promotional communications.
Challenge
Building on the equity of its stag symbol, Diageo wanted to create new visual equity that Benmore could own. The new expression needed to retain elements of the brand’s established look while forming a distinctive visual asset that could expand the whisky’s key visual repertoire.
The challenge was to introduce something contemporary and impactful without losing the recognisable core of the brand. The identity had to work effectively across campaigns, events and branded environments, while continuing to resonate with a younger audience.
Solution
Drawing on whisky’s characteristics of warmth and heat, Brand New Day created a visual inspired by soft flames by the fireplace. The fluid, glowing movement of flame provided a natural extension of the product’s sensory qualities.
Shaped in a form reminiscent of the Benmore stag, this evolved Benmore Whisky visual identity design introduced a bold new element to the original brand system. The flame-inspired graphic strengthened the equity of the stag while transforming it into a more expressive and contemporary brand asset.
Designed for flexibility, the identity functions seamlessly across event branding, digital media and promotional environments. The result is a cohesive and scalable visual system that reinforces brand recognition while maintaining relevance within a competitive whisky market.
