The Bowler hat Bowler hat is a hard felt hat with a narrow brim and a rounded crown. The hat was designed in 1849 by Lock & Co’s chief hatters, Thomas and William Bowler (hence the name), for the British middle class. “It denoted informality and practicality, as it was juxtaposed with the more formal top hat,” Beatrice Behlen, senior curator for fashion and decorative arts at the Museum of London, told Artsy. “In the early 20th century, the bowler became one of the most popular hats.” "Hat's On!" The expression evokes the idea that consumers can join the journey of discovery by pulling on their Red Bowler Hat to break down boundaries and bring people together to drinking scotch in an informal way, removing the traditional stiff of Scotch whisky and becoming a modern approachable brand. The brand is an unconventional brand, doesn’t follow the norm, almost rebellious (like putting your hat on inside vs what is expected taking it off inside). Making something that is so traditional into something rebellious and modern, wearing different hats, being inclusive. Appealing and inspiring as associated with the idea of party and entertaining oneself. Linked to the idea of bars and people gatherings – the hats could be a distinctive sign for those heavy party people, the ones that do not go with the crowd and have fun in their own way. "Hats on” sets a mood, an invitation for having fun, enjoying a good time irrespective of the background or previous events (“leave aside any worry and simply have fun”). It generates connection and emotions, as people find it suitable in various places and circumstances – a regular night in the club, parties, special events, music events etc. It is appealing and relevant also for the brand positioning – being different, rebel, not following the norms (of a scotch). It has potential to create the idea of a tribe – a group of people following the same direction, with an original approach.
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