| Antiquity Whisky
2007 REBRAND 100 Winners > notable
Industry: Beverages
Component Rebrand
Country Base: India
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The super premium whisky segment typically recruits up-graders who otherwise would move on to Scotch. Set in a time when Scotch brands were about to enter the India market at competitive prices and when no Indian brand had the requisite brand imagery and impression to compete with them, the media dark market further complicating the task.
Challenge - The scope was to improve the Antiquity structure and graphics to ensure that it delivered on its smooth, excellent taste coming from its perfect blend and evoke a sense of an 'affordable Scotch'.
Strategy - Create a flanking version of the brand, priced at a premium which becomes the imagery leader. This would, through structure and graphics, echo the tradition of Scotch but with a contemporary twist which would disrupt the category, the retail shelf and the consumer brand-scape.
Result - Of the options presented, the final one was what we called ‘the beyond the brief’ option. The brand team loved it enough to work backwards to import the bottles (no one in India at that time could produce a blue glass bottle with an off-center neck). Almost half a decade later (update as of 2010), the structure still enthralls and holds fast its iconic stature: truly reflective of a brand ahead of its time.
Credits:
Client: Shaw Wallace India
Brand Strategists/Designers: DMA Yellow Works - www.dmayellowworks.com
| |
