Agency:
Client:
Introduced in 1992, Johnnie Walker Blue Label led the way in establishing an ultra-premium whisky category. By 2006 though it was looking tired and old-fashioned and with increased competition, they faced challenges to their status as category leader.
The redesign was intended to enhance the luxury cues while maintaining the DNA that is at the core of the Blue Label. The story of the brand was central to the refresh and the ‘Celebrating Epic Achievements’ idea was developed.
Agency:
Client:
Diageo’s Brand Store is located within the brand’s headquarters at 7HQ, London. It sold spirits, wines, champagne and beers to Diageo employees and visitors - but was seen internally as little more than a place for staff members to collect their allowance.
A complete refurbishment and refocusing of the shop was carried out by Sedley Place, making greater use of the available space on the ground floor. Flexible bespoke displays and shelving units were fitted, as well as an eye-catching central island to display Diageo’s brands to the best effect.