Evolving the William
Lawson’s brand
Our challenge was to create relevance and fuel desire with the modern consumer in a competitive global market. The brand at the time had become too masculine and outdated.
Through a series of stages we modernised the ‘NO RULES. GREAT SCOTCH’ brand philosophy and re-imagined the brand world.
We were able to utilise the William’s Lawson’s brand icon ‘The Highlander’ to help connect with the target audience and gain relevance.
Drink it your way campaign
A campaign focussed on educating the consumer on how to drink Lawson’s. The result was ‘drink it your way’ campaign - a combination of ATL visuals, and social content that broke down the barriers of the intimidating scotch category by telling the consumer there’s no right way to drink it.
Limited Edition bottle
Quality perceptions have also been difficult to balance as William Lawson’s is an affordable whisky with a humorous outlook so we continually worked with local markets to help them address this. Most recently we worked with the Mexico market to create a limited edition bottle that communicated our provenance and other credentials.
I led the project from concept to completion, overseeing the illustration development, design direction, and final artworking of the bottle
Bottle concept development