SEAGRAMS

TOOLKIT REFRESH / 2021 //

BRIEF //

Seagram’s Gin is a proudly American Gin which can place its’ origins in the prohibition era of the roaring 1920s, with its official launch to consumers in 1939. Since then it has grown in popularity and appeal and is currently the #1 gin in the USA. It’s also the #1 American gin worldwide.

Seagram’s wanted to update, refresh and bring new activation ideas to the existing ROW activation toolkit. The status of the brand and SKU differ from region to region so not only did any bottle based visual need to include different bottles and serves, but any visual, design and activation elements had to be able to be easily implemented by everyone.

Their mass popularity isn’t unfortunately reflected in the marketing budgets that countries have to spend promoting it – so a global produced activation toolkit for the brand – with assets that countries could take on and localise – is a vital tool for the brand.

SOLUTION //

The previous toolkit iteration felt quite dated in terms of its imagery and design application – and very ‘American’ which is understandable for an American brand – so the main aim was to really make it feel a lot more contemporary and reflect the looks and tastes of its young demographic across the world. We therefore introduced a more bold typographic style for the KVs (and toolkit design) and found stock photography that felt way more authentic to the New York aesthetic the brand leans towards.

This was supported through the bottle and serve photography by bringing in rich colours and textures to support the premium nature of the brand and the authentic and aspirational environments in which they lived.

We also devised a ‘Great American Storytellers’ narrative to the activation section in order to focus our thinking and create more of a succinct theme, as well as to help markets out a little more in their creation of these assets as before there was no theme and they were left frustrated by not being able to put previous ideas into production.

ROLE //

Creative Director