GRIND Design & Branding GRIND by Landor New York


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Industry Vodka
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Richard Brandt
Creative Director Victor Hunt
Released January 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DIAGEO
Product/Service: GRIND
Date of First Appearance: Jan 2 2011
Entrant Company: LANDOR ASSOCIATES, New York, USA
Creative Director: Victor Hunt (Landor)
Executive Creative Director: Richard Brandt (Landor)
Associate Design Director: Matt Sia (Landor)
Senior Designer: Genie King (Landor)
Client Director: Patricia Verdolino (Landor)
Senior Production Manager: Steve Brockaway (Landor)
Media placement: Bottle - Bars and Retail - 01/02/2011

Describe the brief from the client
Develop the target opportunity, visual positioning and packaging for a new to world coffee/rum liqueur that would disrupt the category convention and convey a sense of night-time occasion for use.

Describe the challenges and key objectives
The status quo of the category was the major challenge (that we leveraged to our advantage)- we needed to convince consumers that this proposition was more compelling, exciting, interesting (and tasty) than their current alternatives.

Describe how you arrived at the final design
After developing our target profile and visualizing his/her brand appetites, we were able to land in a territory that pushed the boundary of current liqueur packaging. We followed with a semiotic exercise of "nocturnal" symbology, to arrive at a brand icon (the lemur) who could lead the design execution to a really edgy, differentiated place within the category and within spirits as a whole.

Give some indication of how successful the outcome was in the market
Product is currently receiving lots of attention in test market. Sales force, bartenders, and consumers are delighted and surprised at the pack...which has been one of the first of its kind in market. Product is set to launch globally in 6 months.