Making the darker side of whisky shine.
The origins of the peatreekers go back hundreds of years, to a time when renegades would pit their wits against government excisemen who were tasked with preventing the production of untaxed whisky, since the Malt Tax of 1725. Their history, and so the history of whisky, is dark, mysterious and shrouded in legend and myth. This was really the catalyst behind the creation of the Peatreekers brand.
MadeBrave designed the brand in its entirety, including the bottle and packaging for its first release, The Double Standard. This is a tribute to the officials who were tasked with preventing the production of untaxed whisky, but chose to turn a blind eye in return for an underhand bottle of illicit whisky.
The website needed to perform two jobs. Firstly, it needed to be able to sell the product. This meant at its core, it is an ecommerce site. It has all the functionality a shopping site needs, the ability to select product, quantity, gift wrapping, address, payment details and so on.
Secondly, it needed to really capture and engage the visitor in the brand. As a new brand, it needed to both educate and raise awareness of what this brand ‘was all about’.
Launching the brand
To launch the brand with a bang, we created a hero video. Over the course of one long (and cold) weekend, our team went out to visit some of the locations where the peatreekers lived and operated. Included in this video are also two interviews with whisky experts, Charlie Maclean and Blair Bowman.