Brown Forman Malts

The Brief

To create a 3×2 stand for Whisky Live London for 3 Scotch Malts, Benriach, Glenglassaugh and Glendronach. Each brand has a very specific identity, Benriach brand identitiy is innovational and is about discovery; Glenglassaugh brand represents coastal and about nature; and Glendronach brand invokes tradition and craftsmanship.

The Approach

Mood-boards were created for each brand to ensure a definitive look and fee for the stand designl. This would show through on to the stand and was vital in deciding what materials to use and creating conceptual shapes.

The Outcome

The back wall was constructed of barrel staves, following a gentle curve which made this a focal piece. The front of the bar was then divided into 3 using different materials to create the individual personalities of the brands. Glenglassaugh had driftwood and slate to represent the coastal feel; Glendronach used walnut and leather to promote the rich materials craftsmanship that resonates with the traditional values; Benriach’s section used concrete, which is an unusual and innovative material to use in the Whisky stand to show off the brands experimental values.

The Results

The stand was originally to be used once at Whisky Live trade show, but the client liked it so much that it’s going to be used in 6 more events throughout the year.


“We LOVE the stand! It was amazing and outstanding. It was even better than the design and pictures. Thank you so much!”

  • Client: Brown-Forman Malts
  • Tasks: Trade Stand