Ballantine’s is, with no doubt, a great drink. Who claims that s/he never got relaxed with a glass of Ballentine’s, maaay not be telling the truth. Except if the person speaking is younger than 25. If so, there is a good chance s/he has never tried this legendary drink.
That’s just how things go. There is a new generation that doesn’t want to consume drinks of the previous generations. They don’t want to copy-paste but show that they are grown and independent enough. Different. Cool, in their way. They can’t be that by drinking beverages that their old folks give to their favorite uncle. So how to take a drink with a long tradition and bring it closer to Generation Z?
Repositioning Ballantine’s and getting it closer to younger, upcoming generations was a great challenge. We had to research and understand the current perception of the brand at its buyers, as well as our new target.
After a detailed analysis, we found touchpoints between new generations and Ballantine’s, as well as the way to communicate them. In the end, we packed all this together in one lovely brand box and authentic content for social media.
We use stickers as a statement sign. We claim situations with them, distinguish moments and decorate photos. They are recognizable and unique elements of rebranding that are primarily applied on digital channels and the web but are ready for printing if there is a need.
Photographs of young people in characteristic (authentic) situations, without filters, combined with a drawn illustration that gives the whole visual a deeper meaning, build on it, and expands its idea.
No filter photos, captured moments, honest, realistic, and authentic ready-to-share situations are characteristic of the chosen style. Uniform surfaces, bright colors, black outline are some of the characteristics of the selected illustrative style. Through clear, simple, and not too detailed illustrations without shadows, we emphasize that we do not complicate, that we are clear, lively, fun, and expressive.