New Visual Identity for Royal Salute Whisky


Royal Salute Whisky was created in 1953 with a single-minded vision to celebrate royalty and culture. It was created to mark the coronation of Queen Elizabeth II, and is named after the 21 gun salute, the ultimate symbol of tradition and respect. This unparalleled collection of Scotch whisky begins where others end, aged at 21 years and above. However, with consumer perceptions of whisky evolving and the brand aiming to outpace the global luxury market, Royal Salute was seeking a fresh expression of its personality, brought to life exuberantly across all consumer touch points.

A new illustration style for the brand and its core portfolio of 21 year old blends, inspired by the history of the British Royal Menagerie at the Tower of London. Working with fine artist Kristijana S. Williams, with the brand’s unique history on the inside of the packaging and in the wider brand world was designed.

The new visual identity is now being rolled out across multiple channels and touchpoints, launching at glamourous events around the world, with the curiosities of the illustration capturing the opulent story of Royal Salute. In travel retail, new environments and merchandising displays have been created to further convey the brand world in a more experiential manner, engaging consumers with the brand through impactful activations.


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