Employer and corporate branding for Whyte & Mackay, one of Scotland's best-loved drinks companies
Whyte & Mackay has grown rapidly over the past two decades. While their flagship blended whisky is well known, the business also oversees a portfolio of premium Single Malt brands – all under the Whyte & Mackay Ltd corporate umbrella.
The challenge? While each consumer-facing brand has its own strong identity, the corporate organisation lacked a cohesive presence. They needed to:
- Create a strong umbrella brand all sub-brands could sit under
- Bring consistency across multiple locations and materials
- Attract top industry talent with a compelling employer brand
- Take control of their corporate brand assets
That’s where we stepped in. We helped shape a bold, memorable corporate identity – one that complements their diverse consumer brands without overshadowing them.
Corporate brand
We created Whyte & Mackay’s corporate identity, developing a flexible design system. Assets included a comprehensive brand toolkit, typography guidance, logo usage rules, and layout templates – ensuring consistency across everything from investor decks to signage and internal documents. This is all housed within the online brand portal we built to make it easy.
The colour palette and tone balance to communicate professionalism, heritage, and ambition, supporting Whyte & Mackay’s positioning as a leader in global spirits.
Employer brand
To support talent attraction and employee engagement, we created an employer brand that showcases the company’s values, culture, and aspirations. Using confident language, people-first imagery and a warm visual tone based around the brand colours of the individual product brands, the employer brand connects emotionally while staying aligned with the corporate style.
We produced a range of branded assets for internal comms, recruitment campaigns, onboarding and social channels – all aimed at helping Whyte & Mackay stand out in a highly competitive market.
The Green Print
Whyte & Mackay wanted to formalise and communicate their sustainability commitments under a unified identity.
We created The Green Print, a sub-brand that aligns with the corporate look and feel but has a unique tone of voice and colour scheme to reflect the subject matter.
The visual identity was rolled out across strategy documents, slide decks, internal presentations, and promotional materials, making their green ambitions clear and credible to staff, stakeholders and partners.
Safe today. Tomorrow. And every day.
Zero Harm is the ultimate aim for the health & safety campaign we created to raise awareness and engagement across warehouses and operational sites.
The concept was based around a distinctive green loop graphic that encircles employees, symbolising protection and unity.
The campaign is underpinned by our strapline:
‘Safe today. Tomorrow. And every day.’
It’s a simple but powerful message that reinforces the company’s commitment to safety without sounding preachy.
We rolled the campaign out across posters, digital screens, handbooks, and warehouse signagem making safety feel like a shared responsibility and not just a tick-box exercise.
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