Can a whisky taste like a song, a painting, a book, or a place?

Following a dramatic rebrand, the historic Scotch whisky distillery Highland Park was seeking to challenge the conventions of the whisky world.

The idea emerged during a Potlatch innovation session: all whisky brands approach tasting notes the same way–prescribed by the whisky maker. We saw an opportunity to turn tasting into something more personal, repositioning whisky as something to be shared, creating moments, conversations, and a way to get to know one another.

We called the platform Between You and I: a name rooted in intimacy, connection, and conversation. For its first edition, we partnered with nine-Michelin-star chef Björn Frantzén, sending him two whiskies in a mystery box and asking only one question: What do you taste? His personal interpretations inspired the striking packaging and a playful campaign shot by fashion still-life photographer Eduard Sanchez Ribot.

Bespoke launch events, retail experiences, and engagement tools then invited consumers to continue the conversation by sharing their own tasting notes. The result was a new platform that transformed whisky tasting from an expert-led ritual into a shared experience, one that brings people together through stories, memories, and conversation

From the most inherent part of whisky-tasting, the individuality of the palate, was born a platform never before seen in the whisky world.

Services: Product Innovation, Creative Direction, Campaign Development, Content Production, Experiential Event Design, Retail Launch