The Singleton

The Singleton

A complete sensory identity

A complete sensory identity

Services: Experiential  |  Design  |  Strategy

Services: Experiential  |  Design  |  Strategy

A COMPLETE SENSORY IDENTITY

Condiment Junkie are the top creative pioneers of sensory branding and design. The brilliance and conceptual force of the brand’s sensory identity and experiences give The Singleton the stature it deserves as a leading global single malt whisky.

Condiment Junkie are the top creative pioneers of sensory branding and design. The brilliance and conceptual force of the brand’s sensory identity and experiences give The Singleton the stature it deserves as a leading global single malt whisky.

Single Malt Whisky Director

Diageo

Singleton House in Taipei

THE SWEET SMELL OF SUCCESS

The Singleton is Diageo’s fastest growing international single malt whisky brand and now number 1 in Taiwan, their largest market.

After developing a multisensory brand world and guidelines, we created their key sensory brand assets – beyond the visual.

 

The Singleton is Diageo’s fastest growing international single malt whisky brand. And now number 1 in Taiwan, their largest market.

After developing a multisensory brand world and guidelines, we created their key sensory brand assets – beyond the visual.

This includes a brand aroma and brand soundscape that evoke a sense of restless curiosity and the concept of ‘vivid nature’ that lies at the heart of The Singleton’s positioning.

The sensory assets also instinctually evoke the flavour characteristics of the whisky, priming consumers for a complex, sweet and rounded taste experience, even before they get to sip the dram.

 

This includes a brand aroma and brand soundscape that evoke a sense of restless curiosity, and the concept of ‘vivid nature’ that lies at the heart of The Singleton’s positioning.

The sensory assets also instinctually evoke the flavour characteristics of the whiskey. Priming consumers for a complex, sweet and rounded taste experience, even before they get to sip the dram.

 

The Beige Room at Singleton House
The Red Room at Singleton

IMMERSED IN A WORLD OF WHISKY

Following our work to develop a multisensory brand world for The Singleton, we continued our journey out to Taiwan where we created the first truly multisensory brand home, Singleton House, in the heart of Taipei.

Our role was to conceive the whole experience, from the overarching creative concept to detailing every element of the design and every step of the customer journey.

 

Following our work to develop a multisensory brand world for The Singleton, we continued our journey out to Taiwan, where we created the first truly multisensory brand home. Singleton House. In the heart of Taipei.

Our role was to conceive the whole experience, from the overarching creative concept to detailing every element of the design and every step of the customer journey.

 

The house featured a visitor center, shop, restaurant and VVIP room for Taiwan’s HNWI’s to languish in. Every element followed our multisensory guidelines - material, shape, form, aroma and sound.

All immersing visitors in the world of whisky. Communicating and evoking the flavour and the brand through every element in the environment, in a subtle, unobtrusive way.

 

The house featured a visitor center, shop, restaurant and VVIP room for Taiwan’s HNWI’s to languish in. Every element followed our multisensory guidelines. Material, shape, form. aroma and sound.

All immersing visitors in the world of whiskey. Communicating and evoking the flavour and the brand through every element in the environment, in a subtle, unobtrusive way.

The experience saw more than 100,000 visitors pass through its very exclusive doors during its 6-month lifespan.

Bringing disruption to a saturated market where consumers have seen everything, while re-enforcing the brand’s super-premium position.

The experience saw more than 100,000 visitors pass through its very exclusive doors during its 6-month lifespan.

Bringing disruption to a saturated market where consumers have seen everything, while re-enforcing the brand’s super-premium position.

The ultimate sensorial experience. Poetically beautiful...

Condiment Junkie instrumentally helped us uncover our full potential by developing a multisensorial approach to how we innovate – from our packs to our products & even our advertising campaigns.

Claudia Lin

Taiwanese celebrity talk show host

singleton bottle new



As part of the development of Singleton House, we designed a new brand glass – tearing up tradition and using shape to accentuate the flavour experience.

As part of the development of Singleton House, we designed a new brand glass – tearing up tradition and using shape to accentuate the flavour experience.

 

Singleton's old packaging
Singleton's new packaging

In conjunction with the brand home, new product and gift packaging was created by their global packaging design agency, following our sensory guidelines. 

In conjunction with the brand home, new product and gift packaging was created by their global packaging design agency, following our sensory guidelines. 

Next project British Summer Berries

Sensory research to prove which is the
happiest fruit, and create a PR campaign
to get us eating more summer berries.

 

GET IN TOUCH

GET IN TOUCH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
listen@condimentjunkie.co.uk