Singleton Selections Leather Accessories
Case Study

Singleton Selections

A surrogate product that makes a profit.
Diageo · Singleton Single Malt
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Discipline
Product Design · Packaging · Communication · Web Design
Client
Singleton Selections · Diageo
Scope
Leather Accessories · Packaging · Campaign · E-commerce
The Brief
Surrogate advertising in India is a necessary reality for premium spirits brands. But what if the surrogate product didn't drain the marketing budget — it added to the bottom line instead?
Singleton Selections leather accessories
01
We questioned the very notion of a surrogate product — and turned a marketing expense into a profitable revenue stream.
Traditional surrogate products — ice cubes, mineral water, music CDs — were little more than a regulatory workaround. A cost with no return. We proposed something fundamentally different: a unique line of Scottish-inspired leather accessories that would not only celebrate the provenance of Singleton Single Malt, but stand on their own as a desirable, purchasable brand. Through carefully curated collaborations — a design agency in Scotland for creative direction and a master leather producer in Kolkata for craft excellence — we built a minimalist premium leather brand with genuine Scottish origins. A surrogate product that actually sold.
Singleton leather accessories collection
Singleton leather product detail
02
Every element of the packaging — texture, structure, wrapping paper, even the booklet — was crafted to carry the brand to the level it deserved.
The leather products were designed to project a minimalist, sophisticated Scottish character. The packaging had to match that promise entirely. Nothing was left to chance — the tactile texture of the box, its structural form, the quality of the wrapping paper, the finish of the monogram, the silver foiling, the UV treatments and the hand-crafted booklet inside. Every touchpoint reinforced the same brand truth: this was not a promotional item. This was a product worth owning. The packaging design became as much a part of the brand experience as the accessories themselves.
Singleton packaging box
Singleton packaging detail
Singleton packaging booklet
03
The campaign was built on three pillars: Scottish provenance, product detail, and the fine art of handmade craftsmanship.
After developing the product line and the e-commerce website, the communication was conceived to do what the product did — feel genuinely premium, not promotional. The campaign visuals captured the leather accessories set against the dramatic landscapes and textures of Scotland, establishing provenance with authenticity. A product series highlighted the fine details and functional features of each piece. A third campaign thread celebrated the handmade craftsmanship behind every stitch and finish. Together, the three pillars built a brand image that was coherent, aspirational and completely distinct from the category of surrogate advertising it was born from.
Singleton Selections campaign
04
A sophisticated, simple e-commerce website that showcased not just the products — but the world they came from.
The Singleton Selections website was designed to be as refined as the products it sold. Maintaining the brand's tone of voice and visual language throughout, the e-commerce experience balanced commercial function with brand storytelling. The Scottish provenance, the craft narrative and the product photography were all woven into the browsing and purchasing journey — so that every visitor understood exactly what they were buying into, not just what they were buying.
Singleton Selections website
Singleton Selections campaign print
The Idea
Turned a regulatory workaround into a genuine revenue stream — a first in Indian surrogate advertising
The Craft
Scotland to Kolkata — international collaborations producing a minimalist premium leather brand with genuine provenance
The Scope
End-to-end — product design, packaging, print campaign and e-commerce, all under one brand world

Questioning the notion of traditional surrogate products — which were a mere expenditure to any business, be it ice cubes or music CDs — we suggested the development of a unique line of Scottish-inspired leather products for Singleton Single Malt.

These would not only celebrate the provenance of the single malt and the leather products, but also form a profitable revenue stream. Through various collaborations — a design agency in Scotland and the best leather production in Kolkata — we were able to create a minimalist premium leather brand with genuine Scottish origins.

The Singleton Selections leather products were designed to project a minimalist, sophisticated Scottish brand. The packaging reflected this same brand imagery and values. Every element — the texture of the box, its structure, the wrapping paper and even the tiny booklet — helped take the brand to the desired level.

After developing the product line and the e-commerce website, we designed the communication. The campaign creatives were dominated by visuals capturing the products alongside the provenance of Scotland. A product series highlighted the details and features of each piece. A third campaign celebrated the fine handmade craftsmanship. Together, these campaigns built the desired brand imagery.

The e-commerce website maintained the brand values and tone of voice throughout — showcasing not only the products, but the brand imagery and the Scottish provenance of the brand.

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