What it is:

Designing a creative platform for Diageo’s Malts portfolio in the off-trade toolkit, designed to elevate the Malts Whisky category’s visibility, drive consumer engagement and aid shopper navigation across the portfolio.

Wander into Whisky

It was a brand new platform that required us to explore everything. From the creative platform, to the look and feel - branding, typography, colours, and then applying it across key visuals and various touchpoints. It was a long and gruelling process, exploring various ways in and treatments. Finally after MANY different key visual explorations, we landed on a platform line and art direction treatment that is modular to enable simple updates to ensure campaign visuals and comms are suited to retailers.

We landed on “Wander into Whisky”.

This line is a warm and welcoming invitation to a world of fine drinks. We want people to feel at ease, and to feel like they belong. We’re telling people they can freely explore. There’s no pressure or expectation – it’s the beginning of a unique journey of discovery. One we hope will last a lifetime. The combination of a gentle CTA and emotionally resonant language is entirely strategic: let’s guide people down the path, before pushing too hard and putting them off.

With that, we rolled out our platform into different touchpoints that is both impactful and have the flex to be applied across different retailers and it’s needs with additional builds towards gifting occasions like father’s day.