Highland Park: A Tribe Apart

Role

Lead designer and art director

Art direction

Graphic design

Campaign

Global toolkit

Highland Park is no ordinary whisky. Rooted in the remote Orkney Islands and shaped by centuries of tradition it is crafted by a passionate collective who see whisky-making as an art, not a process. With a fiercely loyal following and a brand story grounded in Viking heritage and craftsmanship, Highland Park needed a campaign that didn’t just sell whisky - it needed to rally a community.

The UK launch of the ‘A Tribe Apart’ campaign had one key objective: To bring together Highland Park drinkers under a shared identity celebrating the values, spirit and character that make them, like the whisky itself, unlike any other.

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Process‍

We began by crafting a tribal manifesto, a rallying call that defined the spirit of the Highland Park tribe. This became the campaign’s emotional anchor, setting the tone for all storytelling and design.

From there, we developed a key visual that combined:

Viking heritage and Orkney roots through bold narrative cues
A monochrome look, sparked with Highland Park’s signature orange to evoke fire and craftsmanship
Strong typography and layered illustrations to express identity, belonging and strength

The composition positioned the bottle not just as a product, but as a totem of shared values.

With direction approved, we:

Elevated product imagery through high-end retouching
Adapted the creative toolkit for ATL (print, OOH, digital) and BTL (POS, social, experiential)
Built rollout guidelines to ensure consistent storytelling across global markets

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Result

‍The ‘A Tribe Apart’ campaign gave Highland Park a bold andunified voice, deepening loyalty with existing drinkers while drawing in new audiences. The toolkit, designed as a brand storybook, was adopted worldwide, proving scalable across markets and platforms.

Most importantly, the manifesto became a touchstone for teams and ambassadors, aligning brand voice everywhere it appeared. By focusing on shared values and identity, Highland Park was positioned not just as a whisky, but as a global movement, an international tribe connected by passion, craft, and belonging.

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