Brief
Beam Suntory, a Japanese multinational beverage company, wanted to position themselves to unlock growth and compete more directly with the likes of Diageo and Pernod Ricard. They recognised that key to this journey was firstly, to become a more brand-led organisation, and secondly, to pursue a strategy of premiumisation. Instead of chasing volume sales, they wanted to unlock new growth through pricing, looking to brand to give the margin they required. The premiumisation of their portfolio had to come from strategic positioning and well-executed design - to change perceptions and create new opportunity in the marketplace. One of these brands was Bowmore, the beautifully crafted scotch whisky from the island of Islay (pronounced eye-la).

Solution
This project entailed a deep dive into luxury markets in the US and Europe as well as those in emerging markets of India and China. We had to really understand how these markets and the tastes therein were changing to translate this into effective pieces of brand work. The insights from research underpinned the strategy and lead to a positioning that focused on a unique moment of consumption by the target high-earning consumer. The design of the brand world and packaging visually translated the sensation of this moment.

Outcome
This project is not yet live - keep your eyes peeled for my update...