Agency:
Client:
Diageo, the owners of Buchanan’s whisky, had plans to make 5-7% yearly price increases. But it wasn’t going to achieve such growth with its current design that was failing to resonate with the emerging market of young and aspirational, middle-class consumers.
Diageo wanted a contemporary, elevated redesign of Buchanan’s brand, bottles and secondary packaging to reflect its premium quality and justify the expensive price point.