Diageo wanted to create a brand world based on the success of Smirnoff Pink Lemonade. Exploratory created a strategy that highlighted the values of this world of high voltage escapism. Custom illustrations and curated stock were used to create getaway worlds with relaxation and high energy fun.
Extensions created for Neon ICE lemonades and the vodka line.
We created a line of sauces for Kraft celebrating each product’s own unique personality. The design system was created to share the same fun visual language while evoking different emotions through color, sauce and shape. Shapes were created to capture each unique occasion
Using the brand equities we built a clear and flexible system that makes the ingredients the hero. They wanted to visualize transparency, healthy & tasty, whole ingredients you can see, and to be approachable. The new update developed brand toolkits and guidelines. The update helped bring those cues to the rest of the portfolio and provide direction for new innovations.
