Thirst creates identity for new whisky brand Noble Rebel

The Loch Lomond Group (LLG) has launched three whiskies from its new brand Noble Rebel. The distiller has collaborated with the appropriately named creative agency Thirst to create a brand that aims to “shake up blended malts” and “attract modern whisky connoisseurs”. Led by LLG's head of innovation Calum Leslie, the project involved a complete brand creation – from naming...