The new brand was inspired by The Distinguished Gentleman’s Ride, an event in which participants don their finest suits and ride vintage motorcycles all in the name of charity.
The package design was created to emulate this juxtaposition of motorcycle culture and dapper dress. A classic set of wings, like those commonly used on motorcycle jackets, were drawn and embellished in gold foil as the main icon for the brand. The bold, sharp type of the wordmark is softened by the accompanying script, filigree and gold foil adornments.
The supersized X provides a strong backdrop to the label with a subtle nod to the Scottish flag.