Aberlour Distillery
Aberlour is a Speyside single malt Scotch whisky distillery in Aberlour, Scotland, at the confluence of the Lour Burn and River Spey.
The objective for this project is to redefine the voice, reshape the story, and create a hook that gives the Aberlour brand team the language and guidance they need to introduce an exceptional product to a younger, more diverse market.
Role:
Brand identity & guiding principles
Brand story for website
Social ad copy
Aberlour’s Identity & Guiding Principles
The deliverable here was to develop distinct, complementary voice and tone traits with substantiating definitions to bring the brand’s voice to life. These new traits serve as the pillars for the refined brand story and guide all future messaging across platforms.
Brand Story Development
The brief is to rewrite Aberlour’s brand story for the company’s website in 350 words or less, cutting it down from the original client version comprised of 860 words. The goal is to reach a younger, more diverse audience and introduce them to an exceptional product.
Social Ad Copy
For the social ads, I focused on aligning the tone with the brand’s newly defined voice traits.
I aimed to spotlight the company’s rich heritage and storytelling tradition through language that evokes depth and authenticity.
To heighten the brand’s allure, I used simple, sensory, and emotionally resonant phrasing designed to halt and captivate the reader in just a few words.
