A redesign transformed perceptions of Royal Challenge, and the packaging directly influenced 68% of new buyers’ intent to purchase the whisky.
India’s oldest whisky brand had been losing share in an increasingly competitive market. Its masculine tone no longer resonated with younger drinkers and only between 4% and 25% of target consumers were aware Royal Challenge had a new smoother taste.
Diageo India turned to design to reframe and reignite the brand’s relevance. Collaborating with Bulletproof the transformation spanned bottle structure, label, brand world, pack architecture and retail system, and Royal Challenge has delivered 37% of total category volume growth since the redesign in 2022.
The new look reflects the whisky’s improved liquid formula and signals vitality and youth, winning Royal Challenge a younger, more premium-leaning audience and increasing market share +3.6 points. First-time buyer share rose from 24% to 42%, and 78% of target consumers now associate the design with smoothness.
