Taesea undertook the challenge of revitalising the brand of a Scottish gin distillery, Glen Heather.

The aim was to enhance the distillery’s market presence, modernise its brand identity, and foster growth in local and international markets.

This case study delves into the multifaceted approach Taesea implemented, covering brand strategy, identity, positioning, market research, experience, loyalty, advocacy, extension, innovation, and narrative creation.

Market Research

Taesea commenced the project by conducting extensive market research to gain insights into consumer preferences, market trends, and competitive positioning. Surveys and focus groups provided valuable customer feedback and potential target demographics.

A thorough competitive analysis assessed the strengths and weaknesses of competitors in both local and global markets. Trend analysis identified emerging trends in the gin market, such as the growing popularity of craft and flavoured gins.

Brand Strategy

Based on the market research results, Taesea undertook an exhaustive analysis of the gin market and its competitive landscape. The core strategy was developed centred on differentiating the distillery through its rich heritage and craftsmanship while aligning with contemporary consumer preferences. The strategic objectives were to emphasise the distillery’s authenticity and heritage, modernise the brand to appeal to a younger, more diverse audience, and position the brand for global markets.

Brand Identity

To modernise the brand identity, Taesea redesigned the logo to reflect a fusion of tradition and modernity. The new logo incorporated elements symbolising Scottish heritage and blended them with a sleek, contemporary design. New bottle and packaging designs featured clean lines that conveyed premium quality. Additionally, a refined colour palette combining classic Scottish hues with modern accents was developed to enhance brand recognition.

Brand Narrative Creation

A compelling brand narrative was crafted, weaving together the distillery’s rich history, commitment to quality, and innovative spirit. The narrative emphasised the distillery’s heritage, detailing its founding and evolution. It highlighted the craftsmanship involved in the gin-making process and the expertise of the distillers. Additionally, the narrative showcased the brand’s ability to blend tradition with contemporary trends and technologies.

Brand Positioning

Taesea positioned the distillery as a premium, authentic Scottish gin, emphasising quality, craftsmanship, and heritage. The positioning statement highlighted the distillery’s unique blend of traditional methods and modern innovation, appealing to discerning gin enthusiasts and adventurous new consumers.

Brand Experience

Taesea enhanced the brand experience by creating immersive distillery tours that showcased the gin-making process, heritage, and craftsmanship. Exclusive tasting events and partnerships with high-end bars and restaurants were organised to engage consumers further. A robust online presence was developed, featuring interactive content, virtual tours, and social media campaigns to attract and retain customers.

Brand Loyalty and Advocacy

Taesea introduced a membership program offering exclusive benefits, early access to new products, and special events to build brand loyalty and advocacy. Customer engagement was encouraged through user-generated content and reviews on social media platforms. Collaborations with influential figures and enthusiasts helped promote the brand and expand its reach.

Brand Extension and Innovation

Taesea identified opportunities for brand extension and innovation, leading to the launch of limited-edition gins with unique flavour profiles and seasonal variations. The product range was expanded to include branded merchandise like glassware, apparel, and gift sets. Collaborations with local artisans and other premium brands resulted in co-branded products that enhanced the brand’s appeal.

Looking to the Future

Through Taesea’s comprehensive brand development activities, Glen Heather was successfully revitalised, bridging the gap between tradition and modernity. The strategic approach encompassed all aspects of brand strategy, identity, positioning, market research, experience, loyalty, advocacy, extension, innovation, and narrative creation. As a result, the distillery has strengthened its market presence and built a loyal, engaged customer base, ensuring sustained growth and success in the premium gin market locally and internationally.

Commercial Director Emma De Souza commented on the project, “We are thrilled with the incredible transformation that Taesea has brought to our brand. Their innovative approach has revitalised our image and solidified our position in the premium gin market. We couldn’t be happier with the results, and we are excited for the future of Glen Heather.”

Stand Out in the Market with Taesea’s Innovative Solutions

If you’re interested in learning more about how Taesea can assist your business in developing your brand, marketing, and design requirements, please do not hesitate to contact us. We have a team of experts who are passionate about creating innovative and effective solutions that will help your business stand out in the market. Contact us today to learn more about our services and how we can help your business succeed.