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New visual identity for Bertie's Whisky Bar, The Fife Arms, Braemar, Scotland
Bertie's Whisky Bar, The Fife Arms, Braemar, Scotland
Bertie's Whisky Bar, The Fife Arms, Braemar, Scotland

Multidisciplinary studio Here Design invokes the hedonistic spirit of royal heir’s new residency

Here Design, the multidisciplinary studio behind some of the most recognised brands, reveals a mischievously theatrical visual identity for Bertie’s Whisky Bar, a new library of whisky to be discovered at the iconic highland hotel in Braemar, Scotland. Inspired by King Edward VII, affectionately known as ‘Bertie’, and his hedonistic love of opulence, the East London studio devised a playful take on history masquerading as an extravagant design to adorn his new home in the Scottish Highlands.

A bar without a counter, this new elegant drinking experience is characterised by a labyrinth of 365 whisky bottles, one for each day of the year, arranged by flavour profile. Visitors to the ambient, amber-lit bar will be encouraged to meander amongst the whisky shelves to acquaint themselves with the delectable liquids and enjoy a variety of drams sourced from around the world.

In celebration of Bertie’s royally larger-than-life personality, Here Design have borrowed inspiration from the heir’s quirky and anecdotal qualities, fitting to the bar’s intimate atmosphere. Intricately peppered atop whisky tasting cards, coasters, drinks menus are candid words uttered by the bon viveur and lascivious motifs that point to his gregarious pastimes, from time-spent with his much-loved canine Caesar to the lit cigarette that never strayed too far from his hand.

Featuring an ornate design defined by lashings of bold colour, Here Design marries heritage with modernity in a contemporary aesthetic influenced by historical pursuits that eternalises Bertie’s lust for life within the fabric of the bar’s DNA. The studio has also designed the packaging for a new bespoke whisky; a blended malt exclusively available at The Fife Arms.

Billy Bridgeworth, Creative Director of Here Design said: “We are thrilled to lift the veil on our latest designs for The Fife Arms’ newest welcome that is Bertie’s Whisky Bar. The design journey we have embarked on to bring King Edward VIII’s, or rather Bertie’s, extravagant personality to life was a creatively liberating one and we’re excited to be a part of the iconic hotel’s reopening, following a year of challenges for many.” 

Here Design’s new visual identity for Bertie’s Whisky Bar continues the studio’s collaboration with the landmark hotel that first began in 2018 and stands alongside Here’s curated work for Elsa’s Cocktail Bar.

About Here Design
Here Design is a London-based multidisciplinary design studio creating powerfully bespoke visual identities for today’s most recognised brands. Established in 2005 by co-founders Kate Marlow and Mark Paton & later joined by Tess Wicksteed, Here Design is dedicated to creating work that adheres to the principles of the Arts & Crafts movement: to integrate beauty and utility; to celebrate the human hand, heart and mind; to work in harmony with the rhythms of nature and to pursue a reformist agenda.

With an impressive client roster spanning hospitality, culture, hotels and more, Here Design has curated award-winning designs for the likes of Hauser & Wirth, LVMH, Yotam Ottolenghi, Fortnum & Mason and Bacardi amongst many others. An authority on design, the studio’s distinctive vision has been recognised by the D&AD Awards, Clio, Pentawards, New York Festivals, Mobius and more, in testament to its position as an authority on design.

The Fife Arms
The Fife Arms is part of the Artfarm portfolio: a first-class hotel with museum quality art. Set within the magnificent Cairngorms National Park, it is the place to experience authentic Scotland. Art is at its heart: 16,000 artworks combined with bespoke tartans and tweeds and special artist commissions, make the hotel a truly memorable place to be. Each of the 46 rooms has its own story to tell, about people, places and events directly related to Braemar and the Highlands. Individually decorated, each one is special and different. The feel of the hotel is as much a common thread as the art. People and the community come first, with exceptional warmth and generous service to support this extraordinary hotel.