Purple Creative has designed a visual identity for the Glenfiddich Experimental Series, a new range of ‘game-changing’ Glenfiddich whiskies borne of experimentation and collaboration.“The Experimental Series represents a new chapter within the wider Glenfiddich visual identity that we originally created in 2014; one where we have permission to express its maverick DNA" says Gary Westlake, founding partner and creative director of Purple Creative."The identity represents a visual narrative of each experiment – graphically capturing the authentic journey from light bulb moment to final product – which will naturally change with every experiment. The visuals are a wonderful story-telling mixture of portraits, signatures, tasting notes, hand-lettering, photography, scientific equations, technical drawings, diagrams and key messages. We hope it’s beautifully eye-catching and expresses the diverse personalities behind each experiment."To help capture the experimental stories and character, Purple commissioned Alison Carmichael to write key expressions in a fluid and spontaneous way.Carmichael notes: "The thumbprint was made by creating a template of a real thumbprint, set loosely with holding place typography to make sure that the copy all fitted in without any gaps. Then I traced the shapes with different styles of handwriting to represent the twenty whisky collaborators and pieced it back together on screen like a puzzle. The artwork was around a metre squared.”CreditsPurple: Founding Partner and Creative Director: Gary WestlakeDesigner: Shang Dat-TangDesigner: Olga FrolovaDesigner: Lyndsey EllisHead of Copy: Jamie FlemingProject Manager: Lucy SuttonCollaborators: Illustrators: Silke Werzinger and Demon StudioHand-lettering artist: Alison CarmichaelPhotographer: Jo Hanley