By Juliet Umeh
In a world driven by speed, hype, and instant gratification, the idea of “craft” is becoming increasingly rare. Yet, for brands that understand the power of authenticity, craftsmanship remains a timeless differentiator. One such brand is The Balvenie, the world’s most handcrafted single malt whisky, an icon renowned not only for its flavour but for the artistry embedded in every stage of its creation.
For more than 130 years, The Balvenie has stayed committed to traditional craftsmanship, still malting its own barley, maintaining on-site coopers, and hand-turning casks with a level of devotion that feels almost ceremonial. This deep respect for process has shaped the brand’s global identity, an identity built not on spectacle, but on substance.
Where craft meets creativity: The Balvenie and Tola Akerele
It is this spirit of care, patience, and provenance that resonated deeply with Lagos-based interior designer and 
curator, Tola Akerele, founder of iDesign and SOTO Gallery. Known for her soulful approach to design and her commitment to cultural storytelling, Akerele’s passion for craftsmanship mirrors The Balvenie’s ethos.
Her exposure to the brand’s signature craftsmanship through The Balvenie’s global Makers Project, an initiative celebrating artisans who dedicate their lives to perfecting a craft, sparked a powerful connection. The brand’s reverence for materials, its understanding of process, and the quiet dignity of its makers struck a chord with her own lifelong mission: celebrating African creativity and preserving artisanal traditions.
That influence became the seed that blossomed into Design Intersect 2025, a Lagos design fair curated by Akerele, whose theme, “Reimagining Resources,” explores how art, material innovation, and cultural memory can shape new directions in Nigerian design.
How The Balvenie inspired the exhibition’s narrative
The Balvenie’s artistry directly informed the fair’s curatorial direction—an invitation to treat materials not as components, but as storytellers. Just as the whisky draws character from wood, grain, and time, the exhibition challenged Nigerian artists to explore how their own heritage-rich materials could inspire new visual identities and branding philosophy.
Across the gallery floor, several works echoed The Balvenie’s craftsmanship principles:
Lani Adeoye’s Talking Stools — hand-shaped over eight years, embodied patience and creator–material intimacy, mirroring the whisky’s slow, attentive maturation.
Kanyinsade Ademuson’s Fold V1 Chair — a precision-engineered steel piece produced without welding, showcased innovation through material discipline, just as The Balvenie innovates within the boundaries of tradition.
John Asuquo’s Uyai Vessels, Oculus Series & Objects of Experience – blended terracotta, bronze, and emotive storytelling, demonstrating how imperfection and texture can elevate a brand’s emotional appeal.
ONWU’s Adala Vessels -inspired by historic brass anklets, reimagined cultural symbols into functional objects, reinforcing how heritage can drive modern brand identity.
Ifedoyin Shotunde’s Ketega Mat- rooted in Japanese tatami techniques but crafted from local materials, reflected the global–local fusion at the heart of contemporary branding.
Art as a blueprint for Nigerian brand evolution
For Nigerian brands seeking deeper differentiation, the exhibition offered a powerful message:
Authenticity is the new luxury. Craft is the new strategy.
The same principles that define The Balvenie—material integrity, patience, storytelling, and emotional resonance—are the very principles that can elevate brand building in Nigeria. Each artwork at Design Intersect 2025 demonstrated how creative processes can inform product design, packaging, customer experience, and brand identity.
From whisky casks in Dufftown to clay vessels in Lagos, the message is consistent:
When brands embrace craft, they create not just products, but experiences people can feel.
A partnership of purpose
Through curated whisky tastings and immersive storytelling experiences, The Balvenie brought its global Makers philosophy to Lagos, aligning seamlessly with Akerele’s artistic vision. The partnership underscored how craftsmanship—whether in whisky or design—can build emotional connections that outlast trends.
As Nigeria’s creative economy continues to grow, the fusion of art, heritage, and branding becomes even more essential. The Balvenie’s influence on Design Intersect 2025 is a testament to what happens when a brand values not just what it makes, but how it is made.
From the Scottish Highlands to the creative heart of Lagos, a common truth endures:
True craft takes time. And when time is honoured, the result becomes art—art that inspires, influences, and transforms.
