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The Singleton

The brief

Diageo wanted to boost The Singleton’s growth with a new range of whiskies. By creating a clearer ‘taste promise’, a more distinctive personality for the brand could thrive.

Alongside Bloom’s brilliant design team, I needed to creatively theme the proposition, and name the new range.

The result

Vibrant fly fishing language and iconography creates a dynamic, evocative look and feel. Alluding to their location in Dufftown, right upon the banks of the river Spey, The Singleton’s water-based premise is brought to life. After hundreds of fly-inspired naming options were created, Sunray and Tailfire were selected as the first two in the new offering.


The Singleton




Naming development, creative routes

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