Engineered to be different
How do you craft a luxury whisky identity for a brand that questions the rulebook?
CHIC embraced InchDairnie’s unorthodox spirit and built a 360° brand framework around one big idea: “Visible technology inside, taste of magic outside.”
Born in Fife, InchDairnie engineered a new facet of luxury. One built on intent, not tradition.
CHIC worked hand in hand with the brand’s mindful team, a true creative partnership, aligned in vision.
Together, we gave InchDairnie a distinct voice beyond the bounds of convention.
Working alongside as InchDairnie engineered unprecedented flavour, CHIC created their brand identity and a new language of luxury — one that pioneers a new path.
We created the DNA wheel — a bold visual icon. It embodies the brand’s making expertise through its 3M system: Materials, Maturation, Method.
At its core: Innovative structural packaging.
CHIC's creation of the overarching design language for the InchDairnie Collection, alongside our unique bottle design united nuanced product design with an innovator's mindset.
The neck is inspired by the Hammer Mill, a tool unique to InchDairnie whilst the glass body features three junctoring drops. The resulting ripple references the 3M system and links with the DNA wheel built into the cap, translating the technical language of flavours.
At RyeLaw launch, we transformed the whisky journey into an immersive experience: “From Field to Distillery.”Here, the audience steps into the process, not as a spectator, but as a participant.
“The idea was to present the brand's engineering principles — with technicality serving design — and to offer an immersive experience where the client isn’t just a spectator, but an active participant.” — Mathilde Szurek, CHIC’s Creative Director, Brand Experience
Luxury whisky has long been tied to tradition.But what if innovation becomes the new heritage?
CHIC and Inchdairnie show true luxury means creating your own path — not following the established one.
