26 Malts – creative design project
In 2007 Charlotte Halliday, founder Of Noble Ox, initiated and managed the ambitiously creative 26 Malts new product development project
This creative project brought together a unique collaboration of 52 top writers and designers using single cask malts as inspiration. The result was a limited edition selection of uniquely labelled single cask whisky bottlings for The Scotch Malt Whisky Society. The project included a whisky tasting programme, an exhibition and a book.
The project attracted exceptional profile and acclaim across creative, industry and consumer sectors, not to mention impressive bottle sales for The Scotch Malt Whisky Society.
Charlotte Halliday says: “The 26 Malts project was perfect for the Society as the whisky acted as the muse to writers, poets and designers who responded to the tastes and emotions that the malts provoked – it really helped release their creative juices.
“And they had a broad a brief as possible, which was an important factor in the wide and wonderful range of labels that were created.”