Buchanan's Design & Branding BUCHANAN’S RED SEAL GIFTING 2011 by Raison Pure Usa

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Industry Whiskey
Media Design & Branding
Market United States
Agency Raison Pure Usa
Creative Director Lorena Seminario
Released November 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: DIAGEO
Product/Service: BUCHANAN’S
Creative Director/President: Laurent Hainaut (Raison Pure International)
Creative Director: Lorena Seminario (Raison Pure International)
Senior Designer: Michelle Mak (Raison Pure International)
Design Director: Harry Chong (Raison Pure International)
Project Coordinator: Susan Levy (Raison Pure International)
Production Manager: Linda Tseng (Raison Pure International)
Media placement: Secondary Packaging - Duty Free, Retail Stores In South America - 1 November 2011
Media placement: Booklet - Duty Free, Retail Stores In South America - 1 November 2011

Describe the brief from the client
After the previous year’s gifting programme designed by us around the idea of the outdoors, the Buchanan’s team wanted to launch a new programme for the 2011 holiday season.

Describe the challenges and key objectives
The programme needed to reflect the spirit of the brand and its founder, James Buchanan. The gift encourages sharing and building an emotional connection between friends and family, reflecting the positioning of the brand.

Describe how you arrived at the final design
Building on James Buchanan’s travels, the special editions for Red Seal and Special Reserve are designed to resemble classic luggage items. The traveling trunks, accessories and documents of past eras inspired details such as the handle, the tag, the plaque, the closures and the stitching. The trunks are stamped with the mementos of a life well lived, carrying memories of friendship and adventure as inspired by James Buchanan. The gift encourages sharing with easily portable bottle and glasses. The result showcases a great collaboration between the Diageo and our team.

Give some indication of how successful the outcome was in the market
The feedback is overwhelming positive, many countries will distribute this gift for the holiday season. Final numbers are not yet available.