The ‘King of Whisky’s’ powerful new brand world

Boundless Brand Design have been working with Pernod Ricard’s Royal Salute for the past two years to revitalise one of the worlds most sophisticated and opulent Scotch Whiskies, establishing an enchanting new brand world that reflects the stature and elevation of a brand rooted in British heritage.

Royal Salute was created in 1953 with a single-minded vision to celebrate royalty and culture. It was created to mark the coronation of Queen Elizabeth II, and is named after the 21 gun salute, the ultimate symbol of tradition and respect. This unparalleled collection of Scotch whisky begins where others end, aged at 21 years and above. However, with consumer perceptions of whisky evolving and the brand aiming to outpace the global luxury market, Royal Salute was seeking a fresh expression of its personality, brought to life exuberantly across all consumer touchpoints.

Through a truly collaborative journey of passion and determination from marketeers, strategists, designers, artists, master blenders, photographers, sculptures and printers, the new visual identity is transforming the brand, presenting a more contemporary and relevant experience globally. The attention to detail that surrounds the brand establishes intricacy, pattern work and elegant composition that brings to life a world of intrigue and wonder.

We established a new illustration style for the brand and its core portfolio of 21 year old blends, wherewe were inspired by the history of the British Royal Menagerie at the Tower of London. Working with fine artist Kristijana S. Williams, we integrated this story with the brand’s unique history on the inside of the packaging and in the wider brand world.

The new visual identity is now being rolled out across multiple channels and touchpoints, launching at glamourous events around the world, with the curiosities of the illustration capturing the opulent story of Royal Salute. In travel retail, new environments and merchandising displays have been created to further convey the brand world in a more experiential manner, engaging consumers with the brand through impactful activations.

Creative Director Hamish Shand says: “We are thrilled with how the new brand world surrounds Royal Salute in opulence, royalty and exquisite whiskies, inspired by the curiosities found within the British royal palaces. We wanted to create a brand world of enchantment and wonder that elevates royal stories through artistry and intricate story telling for the modern luxury spirits consumer, who are looking for quality and authentic experiences in their purchases.”

Senior Brand Manager Maddie Curet says “The brand has already seen strong consumer engagement with this new personality brought to life in the all-new look, and we now have a succession of really exciting launches to follow which will intrigue and excite our consumers around the world. Boundless have been true partners on this very collaborative journey, delivering strategic and creative excellence throughout, and inspiring the team along the way. There is a renewed energy for the brand both within the business and with our customers and consumers too. “