Challenge
In the face of dusty brand and dipping sales, shift perception of Seagram’s Gin on social media and re-position the brand to appeal to a younger, more-multicultural audience.
Strategy
Re-position the brand as the go-to gin of today’s young, ambitious and creative crusader class.
Align the product with eight everyday occasions—from Hosting and Impressing to The Hustle—that will resonate with our new target audience.
Reset brand perception with a new aesthetic, lead by a new monogram and a library of static and video assets around the new guided narrative core.
Execution
We updated the look and feel to highlight the brand’s most recognizable features (that ’S’!) and support a new art direction for lifestyle, product and cocktail imagery. Instantly recognizable and authentic this new aesthetic extended beyond the walls of the site to the brand’s social media channels, POS and event asset creation as well.
Role: Brand Strategy, Creative Direction, UX Design
