Angus Stone x Pure Scot

When Music Meets Whisky.

I believe great brands are built through bold ideas and meaningful partnerships. In 2022, I had the opportunity to lead a unique creative collaboration between Pure Scot whisky and iconic Australian singer-songwriter Angus Stone.

This wasn’t just about putting a name on a label. It was about creating a whisky that captured Angus’s spirit—raw, poetic, and deeply connected to nature. The process began with a shared vision: to craft a limited-edition expression that would feel as soulful and timeless as Angus’s music.

From product concept to storytelling, every detail was designed to reflect the artist’s identity and the brand’s maverick spirit. The result? A new whisky release that blended craftsmanship and creativity in a way that felt authentic, elevated, and unexpected.

We worked closely with Angus to shape the look and feel of the bottle, develop the narrative behind the blend, and bring it to life through photography, digital content, and events. The collaboration opened new doors for the brand—reaching audiences beyond traditional whisky drinkers, tapping into the world of music and lifestyle with a product that resonated on an emotional level.

This project was a true intersection of art, strategy, and storytelling—and proof that when the right people come together, magic happens.