For Diageo’s Special Releases Scotch Whisky Collection, brand design plays a pivotal role in weaving in captivating narratives and elevating collectability. Toby Atkins, Associate Creative Director of Illustration at Bloom, the brand design agency that collaborates with Diageo, discusses how Bloom’s work underpins the success of this coveted annual collection.

Every year, Diageo’s portfolio master blender Dr Stuart Morrison selects exquisite single malts for the celebrated Special Releases Scotch Whisky Collection. And every year, the drinks company sets brand design partner Bloom a big challenge: to reimagine whisky worlds and create a design system that reflects the extraordinary flavours and stories that come with each bottle.

In its fifth collaboration with London-based Bloom, Diageo’s 2023 Special Releases Whisky Collection takes enthusiasts on an aromatic voyage all around the world. With a diverse range of cask finishes including whisky, bourbon, rum, wine, tequila and port, this collection moves across continents, paying homage to a rich tapestry of flavours and cultures.

Cultural collaborations 

“This year’s brand strategy revolved around fostering cross-cultural exchanges, as the eight bottles each had cask finishes sourced from diverse national spirits, resulting in distinctive flavour profiles,” says Toby Atkins. 

“We always challenge ourselves to surpass our previous year’s creative thinking. So with that in mind, we drew inspiration from the unique fusions and collaborated with a diverse group of international artists to depict the various flavours throughout the collection. 

“We wanted to showcase the distinct craftsmanship from each culture and weave in an evocative narrative of flavour. Our aim was to describe the taste profile of each whisky as it matured in its distinctive spirit cask and to infuse an air of intrigue into each design.”

The initiative, aptly named ‘Spirited Xchange’, gave free rein to the illustrators’ creativity, enabling them to represent each whisky’s character using a variety of techniques, from digital graphics and watercolours to the ancient art of suminagashi. 

This approach to the brand design not only created a visually stunning collection but also deliberately encourages consumers to step out of their ‘spirit comfort zones’ and explore new brands. It caters to connoisseurs, adventurers and newcomers alike, enticing them to try new things – or even delve into the entire set of eight bottles.

The collection explained

Mortlach: The Katana’s Edge by Kouzou Sakai

Mortlach, finished in Kanosuke Japanese whisky white oak and Pinot Noir casks, found its narrative in feudal Japan and centred around a midnight samurai, his katana drawn with a light trail that represents the whisky’s rich wine and ginger notes. 

The Singleton: The Silken Gown by Pierre Mornet 

This Singleton expression, finished in Chardonnay de Bourgogne French oak casks, is set during the golden age of French cinema. The focal point? A starlet’s amber-coloured dress, which embodies the whisky’s silken toffee and lush golden fruit notes.

Lagavulin: The Ink of Legends by Raul Urias 

Finished in Don Julio Añejo tequila casks, this illustration depicts a Mesoamerican ritual. The artwork features a carved stone effigy with a tattooed Mayan priestess surrounded by Lagavulin’s smoke, and colourful accents that represent the whisky’s bright herbs and fruit.

Talisker: The Wild Explorador by Rui Ricardo

Finished in a combination of ruby, white and tawny port casks, this illustration is set on a 16th-century Portuguese caravel, symbolising adventure and the promise of rich, wine-sweet horizons. 

Glenkinchie: The Floral Treasure by Dong Qiu 

This Glenkinchie expression, its oldest-ever bottling, found its metaphor in China’s dynastic period, celebrating the art of porcelain. Dong Qiu’s illustration features a vase adorned with floral forms that mirror the whisky’s orchard blossom flavours.

Clynelish: The Jazz Crescendo by Sandford Green

Clynelish, matured in first-fill bourbon American oak casks, was transformed into a jazz club scene, reflecting the whisky’s caramel and honey notes. The warm, rich lighting and hexagon bokeh added a touch of magic.

Oban: The Soul of Calypso by Kim Thompson

Oban, finished in Caribbean pot-still rum casks, found its inspiration in a carnival procession of Soca dancers. The bright, colourful costumes and vibrant feathers convey the whisky’s tropical notes.

Roseisle: The Soaring Kite by Ryoko Tamura 

Roseisle, an innovative distillery experimenting with whisky flavours from around the world, made its collection debut. Finished in first-fill and refill bourbon casks, the illustration combines elements from Scotland and Japan, capturing the whisky’s complexity with layers of pale watercolour and suminagashi techniques. 

“This year’s Special Releases offer all whisky drinkers a remarkable collection of flavours and stories. It gave us an opportunity to keep pushing creative boundaries and redefine industry standards, with results that marry art, culture and flavour in an exquisite way – all while doing the essential branding job of cementing existing links with loyal consumers and encouraging experimentation from new,” adds Atkins.