Glenfiddich’s Royal Stag Roams Free.
From iconic symbol to cultural celebration.
The Concept: For Chinese New Year, we reimagined Glenfiddich’s Royal Stag, not just as a logo, but as a living emblem of story and tradition, ready to connect with a new generation of whisky drinkers in Asia.
The Execution: We illustrated the Stag’s journey from Scotland to China, weaving in brand history, flavour notes, and cultural storytelling. The Stag became the centrepiece across limited-edition packaging, retail experiences, OOH campaigns, and a global activation toolkit, evolving into a lasting brand asset.
The Impact: The campaign reshaped how Glenfiddich shows up across Asia, turning the Stag into a living symbol of tradition, exploration, and connection.
Brand Strategy / Packaging / Activation
Work created at LOVE.