Highland Park Between You & I

A NEW WAY OF TASTING WHISKY

When we started working on Between You and I, the ambition was clear from day one: this wasn’t about launching another whisky. It was about questioning the ritual around it. Whisky is usually explained to you. Framed. Defined.

This project asked a different question:
What happens if we stop telling people what to taste and let them decide for themselves?

That question shaped everything.

Between You and I is a new collection by Highland Park built around a radical but simple shift: Tasting notes are no longer instructions. They’re invitations.

Instead of flavour lists, the experience is driven by personal association.
Taste as memory.
Taste as emotion.
Taste as something intimate and subjective.

Two people can taste the same whisky and walk away with completely different stories. And both are equally true.

That philosophy became the backbone of the campaign.

Starting the conversation with Björn Frantzén

The first person to taste the whisky was Björn Frantzén, and that choice was intentional.

Björn, 3 x 3-Michelin-starred chef, understands taste beyond technique. His way of working is rooted in intuition, memory and confidence without performance. We sent him the whisky with no tasting notes, just an intuitive guide to fill out with his own words, feelings, impressions about our whisky.

What came back wasn’t a description. It was a collection of moments.

His grandmother’s Christmas cookies.
The sound of heavy rock music.
Fire fading in a winter forest.
A dish he cooked.
A feeling of relaxed elegance.

Those associations became the raw material for the entire creative system.

Not to define the whisky, but to show how personal tasting can be.

BETWEEN YOU AND I: JOURNEYS

When flavour becomes a destination
GTR Creative Direction & Experience

The GTR release pushed the idea of Between You and I even further.

If the global edition is about personal memory, Journeys is about movement. About how flavour doesn’t just trigger emotions, it takes you places. Sometimes very specific ones.

This was about translating taste into geography. 

One sip. Multiple destinations.

We deliberately stepped away from pre-defined tasting notes. Instead, Highland Park invited Frantzén, whose relationship with flavour is instinctive and deeply personal, to respond to the 17-year-old single malt in his own way.

As he tasted, the whisky didn’t resolve into descriptors, but into places. Flavours became memories from a life spent moving across the world: winter rituals in Stockholm, time in Tahiti, moments in New York and Istanbul, and a return to Orkney itself, where he walked the land around the distillery and encountered Highland Park’s distinctive heathered peat at its source.

The whisky became a journey, shaped not by rules, but by experience.

Each destination became its own tasting note.

So... Where will it take you?

WHAT WE DID

Project Scope
CAMPAIGN CONCEPT, CREATIVE DIRECTION, ART DIRECTION, BRANDING & GRAPHIC DESIGN.

WHO WE DID IT WITH

Production Company
OXIGENO

Direction
EDUARDO SÁNCHEZ RIBOT

Photography
Talent
MÒNICA FIGUERAS
Product
EDUARDO SÁNCHEZ RIBOT

FOR WHO

Client
HIGHLAND PARK

A unique blend of aesthetic beauty and soul. 

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