GLENFIDDICH, the single malt Scotch whisky specialist, has been showing off its new visual identity, described as balancing modernity with heritage and drawing on resurfaced icons from the family archive.
The redesign is inspired by the releases of the 1960s, when the brand helped establish single malt Scotch whisky as an international spirits category. Central to the refreshed design is the iconic stag, which has featured on the bottle since the 1960s and was originally inspired by Sir Edwin Landseer’s 1851 painting The Monarch of the Glen.
Capturing the landscape of Glenfiddich’s home in Speyside with ‘depth and organic’ movement, the reworked stag has been refined to reflect the character of the whisky and is framed by the distillery’s founding year of 1887.
Glenfiddich’s wordmark has also been reimagined: the sans-serif typography is designed to evoke modernity while paying tribute to British-type design and the wordmark that first appeared on its bottles in the 1960s.
Still proudly family-owned, Glenfiddich said the spirit of William Grant, who laid the foundation stone of the distillery in 1887, continues to guide and shape the business today.
The reworked Grant family crest, elevated and embossed within the new packaging, features the motto ‘Stand Fast’, underscoring the family’s ‘steadfast’ custodianship and serving as a testament to Glenfiddich’s sense of place, people, and craft.
The design underscores Glenfiddich’s deep roots in Speyside and its purity of craft, where the whisky continues to be distilled using the waters of the Robbie Dhu spring.
Brian Kinsman, Glenfiddich malt master, said, “Innovation has always been part of Glenfiddich’s DNA. The distillery was founded by people who weren’t afraid to take risks, and that spirit still guides us today. It remains a driving force behind Glenfiddich’s status as the world’s most awarded single malt Scotch whisky.
“As Glenfiddich looks to the future with new cask finishes, maturation techniques and collaborations that challenge perceptions of single malt, the brand remains rooted in continuity, with deep respect for what has come before.”
The design has been carefully considered to create space for layered storytelling around Glenfiddich’s heritage, craft, and sense of place.
Will Peacock, global brand MD, William Grant & Sons, added, “With Glenfiddich’s design evolution, we are pleased to reveal a refreshed look that honours the past of this 139-year-old whisky while celebrating a timeless modernity. This latest transformation reflects Glenfiddich’s living legacy as a British luxury icon while setting the scene for its next chapter.”
The new packaging design will roll out globally from April 2026.
