Diageo: Spirit identity programme

We were tasked by consumer goods company Diageo to create and manage a brand for their premium drinks RM programme that included various Scottish whiskies and gins. The challenge for me was to create an over arching premium brand that could be tailored to engage from a older and mature traditional audience to a younger more aspirational one.

The solution was to create a brand mark that acted as a vessel that could adapt to reflect different messaging. Combined with the use of modern and old typeface styles we could speak to a wide demographic. Marketing material included a quarterly lifestyle magazine, special seasonal offers, tasting events, special holiday promotions and more.

Wilhelm Krüger 2010. All rights reserved.