Case Study: Courageous Spirits brings Glasgow swagger to King’s Inch whisky with Contagious

Courageous Spirits wins D&AD shortlist and Masters Medal with Contagious

Contagious was approached by Courageous Spirits, a Glasgow-based spirits company, with the challenge of positioning their new single malt whisky, King's Inch. The customer needed a brand identity that could connect with an urban audience in the same outlets as their successful gin, while also standing apart from it and feeling distinct within their portfolio.

The solution implemented by Contagious was to create a brand centered on Glasgow's personality, reinterpreting the 'inch' measure as 'the measure of a good host'. This informed a bespoke bottle design with inch-marked cutouts to encourage banter. The work by Contagious was highly successful, earning a Masters Medal from the Spirits Business Global Spirits Masters, a Bronze from the World Brand Design awards, and being shortlisted for a D&AD award.

Courageous Spirits