Haig Supreme
An entirely new Scotch whisky brand from the house of Haig, the oldest distilling family in Scotland, demands a deep understanding of the category and incredible attention to detail. IdeaZeit was presented with only a bottle design concept, the rest was up to us. Startling completely from scratch we set out to create not only a PR campaign, but an entire “look and feel” for the brand. Working with our design team we created masculine, classic and elegant materials that would appeal to the target consumer, who was described as: proud, masculine, confident and contemporary.
The focus and the key brand benefit was “Status and Reward” for hard working, middle income consumers. The concept we developed was based around the statement: “Haig Supreme is your 
partner in achieving a happy balance between the responsibilities in your life with the enjoyment you deserve.”
In creating a PR toolkit for the brand with activation guidelines we designed and created: stationery, powerpoint templates, invitations, signage and unique credit card USBs containing an entire press kit. Based on the success of our earlier film for Buchanan’s, we also wrote and directed a 4-minute film about the brand and its history. The product was successfully launched in Colombia in October 2010 and quickly established a strong market share.