Identica has been appointed by Bacardi Russia to relaunch premium Scotch whisky brand Dewar’s for the Russian market. The relaunch includes new packaging for its White Label, 12yrs and 18yrs products, aimed at increasing brand awareness and making them more distinctive for international consumers whilst retaining the brand’s Scottish heritage.

The new-look packaging has been inspired by Tommy Dewar, the son of John Dewar, who established the Wine & Spirits business in Aberfeldy, Scotland in 1846. By the time of his death in 1880 his sons, Sir Thomas Dewar and John Junior had taken over the family label ‘John Dewar & Sons’ and developed their whisky brand into the international success it is today.

They hand-crafted their blends and aged their whisky using a unique process to make it more appealing to the international palate. John looked after the accounts, whilst Sir Thomas who was loved for his wit, charisma and legendary philosophies on life, travelled the world to promote the brand in new markets, exploiting the romantic images of Scotland and tartan in his advertising.

Franco Bonadio, CEO and CD of Identica, says: ‘Dewar’s problem was fundamentally a recessive one – the product lacked shelf appeal compared to Jonnie Walker and Chivas Regal. Their desire to have their own visual territory inspired us to create a modern tartan framework which in a stroke transforms Dewar’s, portraying now a more premium iconic brand with strong visual appeal.’