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To create a fun, irreverent, approachable and unique new flavored whiskey range to target the growth in the flavored whiskey market and the increase in female whisky drinkers. One of the main challenges was the incredibly fast turnaround for the project of approximately 1 year, from brief to launch. The second challenge was the lack of ancillary marketing support, meaning that the packaging had to work extra hard to standout, engage and win consumers from the shelf. Without the time to create a bespoke bottle shape, the emphasis of the project was firmly on the label and neck design to drive market penetration and uptake.
We needed to create something to disrupt the whiskey category by breaking its rules and conventions, and challenge the perception of whiskey being male dominated, stuffy and unapproachable. To create a quirky, tongue-in-cheek and ownable design, we worked with the client to delve into the story and personality of Jeremiah Weed. We defined the target audience to include female whiskey drinkers, so brought in some crafted detailing to bring the proposition to life and took a new way to communicate flavors.
It was a real paradigm-shifting project in such a stuffy, heritage driven category lacking in design innovation. The range challenged what whiskey was perceived to be by targeting a more social positioning; a whiskey for sharing with friends that successfully disrupted the mundane with curiosity, whimsy and craft.