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FMCG case study

Process followed for 11 new brands built from the ground up:

Brand strategy

Brand architecture

Design strategy

Name generation

Brand identity

Packaging design

Creative Direction

I partnered with Liquorshop in the strategy, design, creative direction and production of their new private-label packaging portfolio. All brands were built from the ground up to compete with brand leaders across Whiskey, Vodka, Gin, Brandy, Rum, coolers, and cocktail categories.

The strategy provided a framework for brands with rich equity and storylines and a well-designed balance of heritage and contemporary cues. We established the brand architecture for a tiered system across product types to accommodate new lines and brand extensions. 

I led teams in generating brand names, creating trademarks, brand identities and packaging design. I commissioned renowned illustrator Doug Powell to bring authenticity to a few new brands through handcrafted illustrations, as credited below.

I managed artworking and print production quality standards across primary pack labels, outer cartons and merchandising material.​ 

Contact for case studies of individual liquor brands.

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