A mature gentleman holds a fine Cuban cigar in his heirloom signet ring-adorned hand. On the wall hang his hunting trophies, winning boxing gloves, and other testaments to his physical prowess. His broad frame and ample salt-and-pepper mustache do not belie his thorough intelligence, quick wit and ample charm. He is a man's man.

What is he drinking?

Scotch whisky.

The scenario and the persona are familiar—it’s been repeated time and again in books, films and advertising (we think the Most Interesting Man in the World would actually prefer Scotch). Yet, the Scotch drinker of myth is not so distant from reality. As Desert Rose Design learned in its newest project for Anthony Hardy Scotch whisky, sometimes tradition is worth embracing.

When first approached by A. Hardy to create a brand identity for their new Scotch, our team first tackled the demographic information. What we found was in keeping with what we would expect of Scotch drinkers. Adults 55-64 are 21% more likely to consume Scotch than the average American, and adults 65+ are 38% more likely. Whisky has a much larger male audience than any other type of liquor and is more likely to be enjoyed by college graduates earning over $75,000. Translation: our target man lives fairly comfortably and seeks a Scotch whisky that is in keeping with a mature, refined palette.

With this in mind, our designers set to balance imagery that inspired visions of the “pipe and slippers” gentleman, yet steered clear of “old, stodgy and boring.” A fresh, bold and refined look was brought to life with warm cabernet hues and leather-like texture. “I wanted to hit our target audience and achieve a masculine look with an intriguing texture and unique color choices,” explains Clarissa Johnstone, Senior Graphic Designer. “Looking at a store shelf, the Anthony Hardy label will stand out against a sea of black and brown.”

The Results

“I think the design ties into our heritage well,” said Ken Driscoll, Executive Vice President / New Supplier Inquiries of A. Hardy USA. “The almost kilt-like feel and portrait of our founder, Anthony Hardy, lends itself well to our roots in England and brings to mind the fact that Scotch is, well, Scottish. The bold look will grab the attention of consumers.” 

Desert Rose Design is pleased with the results too. In fact, it almost has us rethinking the idea that Scotch is for males. But young, old, female, or male, everyone responds well to good branding, and that’s worth drinking to.

We hope you feel the same. Check out our other projects with A. Hardy USA here and here and drop us a line at theskinny@desertrose.net if your next project needs Desert Rose Design’s talented team.