Scottish whisky-makers Gordon & MacPhail unveiled the brand for its new distillery, which is being constructed in the Cairngorms National Park: The Cairn.

The name reflects its location overlooking the Cairngorn mountains at the gateway to Speyside, according to a new release issued by the distillers. Work began on the distillery this past summer.

In addition, brands director Ian Chapman said, the new brand was created with consumers in mind, being careful it is clearly Scottish but also easy for consumers to pronounce and spell. He noted in the release that this is particularly important on non-English-speaking markets.

In addition, he said, it was imperative that the new distillery contrasted with Gordon & McPhail’s original distillery, Benromach. Therefore, The Cairn will reflect a more contemporary feel than its more traditional counterpart.

The name began with Glasgow-based branding agency Good, which solicited more than 300 potential ideas for a name. That list was then whittled down.

Gordon & McPhail also sought an identity that features icons and graphical elements that would make it unmistakable to all nationalities. The key icon used is a fragmented shape that represents the coming together of many pieces to form a cairn.

Scheduled to open in spring 2022, The Cairn Distillery will include a visitor experience, tasting rooms, retail space and coffee shop.