Localized Whisky Rebrands : Highland Park [Video]

Highland Park has launched a comprehensive rebranding initiative titled ‘Different by Nature’ to signal a refreshed visual identity and marketing direction deeply rooted in its Orkney heritage. The campaign features authentic Orkney residents — including a distillery worker, artists, a farmer, and a community elder — whose lives reflect the brand’s values of individuality and craftsmanship. Shot against Orkney’s dramatic landscapes, including the heather-covered Hobbister Moor where Highland Park sources its distinctive peat, the campaign emphasizes the inseparable connection between the whisky and its island origins.

Accompanying this is a packaging redesign for core expressions and travel retail editions. The new visual sensibilities incorporate Orkney-inspired motifs like heather-flecked labels, a wood-grain texture nod to sherry casks, and a simplified bottle to showcase the whisky’s natural hue. The redesign retains the brand’s iconic square bottle while adding ‘Product of Orkney’ embossing to underscore provenance.

Image Credit: Highland Park