35A Scotts
Set in a historical colonial house in Singapore, 35A Scotts is a by-invite-only whisky club dedicated in providing a range of bespoke white-glove services. With over 11,400 bottles of vintage whiskies to be showcased in the club, it is the largest whisky museum in Asia, and second largest vintage whisky collection in the world. This club is driven to orchestrate social and intellectual congruence among the elites through spectacular events and fine gastronomic experiences.
Case/Client
35A Scotts
Year
2021
Industry
Whisky Club
Intervention
Brand Identity Design
Collateral Design
The Scotts Road in SIngapore that we know today owes its name to Captain William G. Scott, who owned properties and plantations on and around the area where Scotts Road now stands.
Built in 1836, this is a place of congruence for the Harbour Master and his community. More than 185 years on, it continues to be a place of the meetings of the minds, moments of private intimacy and momentous celebrations.
35A Scotts sits in the intersection of two sets of core values:
1—Honesty, Trustworthiness, and Stability
2—Fashionable energy & vibe
With these in mind, I set out to craft a set brand identity infused with meaningful design elements inspired by the authentic narrative of the colonial house's heritage.
The final brand mark is a modernised stately typographic logo, paired with a brand icon—The Captain Knot of 35A Scotts— a visual symbol to signify the closely-knitted bond between the club and its members.
The colour palette consists of dark olive grove and forest green, to be used with contrasting alabaster and gold treatments. Sprat is the perfect primary typeface family to represent the brand, its 18 font styles offer a wide range of look from bold and stately, to fashionable and artisanal.
The photography style is defined by highly-stylised product shots (with generous breathing space or depth of field), abstract organic textures, and cinematic destination shots to invoke a sense of adventure and inspire members with the products’ origins.
As for the unique branding graphics, I designed two brand patterns (icon weave), and a Tile-System Overlay inspired by the elements of the heritage building.
Every element comes together to create the Brand Visual System, the right look and feel to capture a sense of voyeuristic grandeur.
