CASE STUDY

The challenge was to create a magazine that could stand on its own: a distinctive brand within Mark Littler’s ecosystem while visually embodying the craftsmanship and authenticity that define the whisky industry. The new publication needed to appeal to both seasoned collectors and curious newcomers. It had to feel collectible, something to keep, not discard. The tone needed balance: intelligent but never elitist; modern, yet respectful of heritage. Our task was to develop a micro-brand that had its own personality, giving it a title that conveyed substance and continuity. Something that could sit comfortably beside a 60-year-old bottle of Laphroaig or on the desk of a serious investor. Tactile, precise, and beautifully understated.

The name Volume grounds the brand, referencing both the measure of liquid and a chapter in an ongoing series. The logotype, with its bold-serif whiskey-heritage connotations, was designed with the cover in mind. When paired with the circular issue marker, it forms a quiet % – a subtle nod to alcohol by volume. Cropping the base of the logotype with the cover image lets it sit naturally in liquid. Simple, clever and perfectly on brand. Visually, Volume leans into quiet confidence. The cover design balances bold typography with the richness of whisky photography. Inside, generous spacing, fine typographic hierarchy, and a structured grid bring a sense of calm authority to every spread. Every issue feels like an object of value – a curated exploration of culture, history, and craft. The overall result positions Volume as both magazine and artefact, an extension of Mark Littler’s expertise, and a showcase for the stories that shape the whisky world. Through print, the brand demonstrates what digital alone can't. Permanence, character, and a sense of ritual.

Volume doesn’t shout. It pours steadily, with confidence.