RESURRECTING A LEGEND

The brief

Revive a tired brand that had fallen by the wayside, becoming synonymous with only one cocktail, the rusty nail from the Rat Pack era.

Explore what the brand means to consumers, how it fits into their repertoire and why they drink it.

Create positioning and new packaging concepts to test with consumers that drive relevance.

Finalise artwork for 2D and 3D.

What we did

Created 4 positioning territories.

Exploration of 2D and 3D visual concepts.

Research in UK, USA, GER with consumers and bartenders.

Development of overall concept and aesthetic.

The outcome

Clear consumer insight around what Drambuie should keep, lose, gain.

Revised brand proposition.

Design work developed by Webb deVlam under the guidance of Creative Director JP Hunter:

New 3D structure.

Refreshed 2D brand identity including core mark, packaging design elements, copy.

Clear recommendations on messaging hierarchy on pack.