Highland Park has unveiled a bold new campaign and packaging redesign that celebrates the distillery’s unique Orkney provenance. The iconic scotch whisky producer, founded in Kirkwall in 1798, is marking its entry into a new era with reinvigorated branding centered around the brand’s island home.
The campaign showcases real-life Orkney locals who embody the creative, original, and unexpected approach that Highland Park brings to whisky making. Photographer Tom Johnson captured these “local legends” at landmarks significant to the distillery’s process, including the Highland Park facility itself and Hobbister Moor, where the brand sources its distinctive heather-infused peat. You can watch the video campaign here.
Orkney Cast Takes Center Stage
Among the featured locals are Highland Park warehouse operator Gary Skea, farmer and ecologist Noel Thomson, artists Louise and Megumi Barrington, and local legend Phylida Wright. Together, they represent the dynamic Orkney community that inspires the brand daily.
“Highland Park has always been an incredibly special whisky, but Orkney is what makes it special,” said Paul Condron, Brand Director at Highland Park. “In this campaign, we’re paying tribute to our Orkney roots, but also setting a tone for the future, embracing the very real charm and originality of the place we are lucky enough to call home.”
Some of the locals featured in the ensemble cast also gave their thoughts on life on Orkney. Phylida Wright, who has lived in Orkney for over 50 years, is a pillar of her community. She said: “In Orkney, you’re taken for what you are. It doesn’t matter what you are or what you do. You’re just there. There’s a freedom to be human.”
Gary Skea, who works at Highland Park distillery, added, “There’s a little bit of passion that goes into the job. It’s from Orkney, where we’re from, so you’re wanting it to be the best possible to show that what we do is special.”
Refreshed Packaging Reflects Orkney Heritage
The campaign launch coincides with the rollout of new packaging designs for Highland Park’s core range, including its 12, 15, and 18 Year Old expressions, plus its travel retail editions. The redesign, first announced in October 2024, features a contemporary color palette inspired by Orkney’s ethereal light and climate.
Labels and cartons now showcase heather flecks, nodding to the unique flavor profile of Orkney peat smoke. A subtle wood-grain pattern represents the distillery’s dedication to using sherry-seasoned oak casks.
The distillery’s square bottle has been simplified to highlight the whisky’s natural color. “Product of Orkney” is now cut directly into the glass, proudly emphasizing provenance.
Highland Park, “Different By Nature”
The new strapline, “different by nature,” encapsulates the brand’s celebration of its unique Orkney character. Central to this identity is the locally sourced heathered peat from Hobbister Moor, just miles from the distillery.
This distinctive peat, rich with aromatic heather rather than woody tree roots, imparts Highland Park’s signature subtle smoke. The result is a complex whisky with a naturally different flavor profile that cannot be replicated elsewhere.
The new campaign, packaging, and brand world are now rolling out worldwide.
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Highland Park’s refreshing campaign grounds the brand in its island home, and sheds a light on not only the land, but on the people that make Orkney so distinctive and wonderfully different.
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