Malts.com is a direct-to-consumer (DTC) brand owned by Diageo, connecting consumers with 14 of Scotland's finest distilleries.

The challenge

Malts needed a distinctive voice to capture the rich 200-year heritage of its 14 distilleries and tell the stories of the pioneers who paved the way. The aim was to create a journey of discovery through a world of craft and flavour, one that felt personal, immersive and enriching.

The solution

Working closely with the Critical Mass team, I helped create the home of Scottish whisky exploration. From defining a new brand personality and tone of voice to expressing it across the website, product descriptions and blog articles, we transformed Malts from a fragmented, content-heavy platform into a luxury DTC destination celebrating the heritage and craftsmanship of its distilleries.