Beverages

Johnnie Walker identified an opportunity to achieve scale in gifting with a global initiative for a value added pack. By carefully selecting artists to collaborate with, a powerful design bringing to life the brand’s ‘Striding Man’ was created.  Crucially, the gift packaging has been successfully embraced by culturally diverse markets for key gifting periods around the world such as Christmas and Chinese New Year.

Diageo had created super-premium gin with the launch of No. TEN in 2000, but years later the category dynamics had changed unrecognisably, leaving No. TEN behind. With the emergence of a large number of small batch artisan distillers the brand was losing share. The brief was to redefine the positioning and redesign the primary packaging to bring the brand back to growth in the highly crowded market.

Newby Teas had high quality, award-winning products, but their packaging failed to reflect this. Aiming to gain distribution and sales in Waitrose, in addition to establishing Newby Teas as a brand leader in the premium tea market, a redesign was undertaken.

Entrepreneur Joe Kinch aimed to create a tea brand that would champion a shift in the category, behave as a lifestyle brand whilst injecting youthful desire into the established tea sector. In such a saturated market it was no easy challenge, but through its premium looking branding and packaging, which celebrates Joe’s London heritage, Joe's Tea Co. has seen sales soar.  In year one, sales objectives were exceeded by 83%; by 36% in year two and by 113% in year three.

After Miller Lite, had lost 30% of sales in the last two decades, and was suffering from a serious 5% year on year sales decline the brand was in need of reinvigoration. The design idea was based on returning to Miller Lite’s roots and interpreting its 1970’s can design in a modern way by introducing new elements, to build a brand for the 21st century which featured across all media.

Brewing beer since 1863, Hydes Brewery was beginning to feel its age. With the market at saturation point and the craft beer revolution taking its toll, sales of their core beers were in decline. Hydes undertook some radical restructuring followed by strategic brand planning to analyse all aspects of the brand opportunities, proposition and positioning for their new brewery and portfolio of cask-conditioned ales.

In Scotland, IRN-BRU is a mature brand with high penetration, but in an increasingly competitive grocery environment, opportunities for growth are few. With demanding targets to boost website traffic by 10% and grow sales by 2%, a new design campaign was proposed leveraging the brand’s packaging to get people talking.

Having traditionally been perceived as a mass brand in China, Johnnie Walker aimed to make their whisky brand synonymous with luxury by creating a luxurious brand experience space. Designed to enthral, captivate and convert the ultra-VIP audience from being simply whisky curious to becoming whisky evangelists, the Johnnie Walker House in Shanghai has been an outstanding success.

Britain's oldest brewery took the decision to redesign their Whitstable Bay brand, which had been launched in 2003 and was in need of development. Key aims were to retain the premium nature of the brand whilst moving it to a more contemporary positioning to increase volume growth which had been falling, and to recruit younger drinkers in their 20’s, 30’s and 40’s.

Popular with small, independent retailers, JuiceBurst was missing a massive opportunity by having no presence amongst large convenience retailers. In order to achieve significant retail listings and drive growth, the agency defined a target audience, positioning and offer for the brand, created new impactful packaging and built deeper consumer engagement via the pack. One overarching idea was developed to connect the packaging to social media and digital content, with fruit being dramatically detonated becoming the central motif of the design.