REBRANDING To remain ‘the drink that satisfies’ with a focus on the future. Kelly DeChiaro - Drambuie Brand 04/23/10
1909 1960 2000 2009 Kelly DeChiaro - Drambuie Brand 04/23/10
Brand Brief <ul><li>Iconic Scottish drink </li></ul><ul><li>High quality liqueur with a history </li></ul><ul><li>Was afte...
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
<ul><li>Stand apart from the other spirits  </li></ul><ul><li>Expresses masculinity with hard surface  </li></ul><ul><li>R...
<ul><li>Shaped to resemble the handle of a sword </li></ul><ul><li>Bottle metaphorically representing the blade  </li></ul...
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
Kelly DeChiaro - Drambuie Brand 04/23/10
THANK YOU! Kelly DeChiaro - Drambuie Brand 04/23/10
Upcoming SlideShare
Loading in …5
×

Drambuie Rebranding Proposal

1,247 views
991 views

Published on

Published in: Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,247
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Hello I’m Kelly DeChiaro &amp; I’m going to present the rebranding of Drambuie
  • , the creator of the Drambuie secret recipe in 1745.
  • , the creator of the Drambuie secret recipe in 1745.
  • , the creator of the Drambuie secret recipe in 1745.
  • , the creator of the Drambuie secret recipe in 1745.
  • The goal is to have the Drambuie bottle become immediately recognizable, appeal to our target demographics and jump out at consumers from both the liquor distributor displays as well as from the top shelf of nightclubs and bars.
  • Drambuie Rebranding Proposal

    1. 1. REBRANDING To remain ‘the drink that satisfies’ with a focus on the future. Kelly DeChiaro - Drambuie Brand 04/23/10
    2. 2. 1909 1960 2000 2009 Kelly DeChiaro - Drambuie Brand 04/23/10
    3. 3. Brand Brief <ul><li>Iconic Scottish drink </li></ul><ul><li>High quality liqueur with a history </li></ul><ul><li>Was after-dinner drink of choice for discerning diners </li></ul><ul><li>Honey & herb-flavored golden scotch whisky liqueur </li></ul><ul><li>Great option for a mixed “long drink” </li></ul><ul><li>Does not appeal to ultra-masculine beer-drinkers </li></ul>Kelly DeChiaro - Drambuie Brand 04/23/10
    4. 4. Kelly DeChiaro - Drambuie Brand 04/23/10
    5. 5. Kelly DeChiaro - Drambuie Brand 04/23/10
    6. 6. Kelly DeChiaro - Drambuie Brand 04/23/10
    7. 7. <ul><li>Stand apart from the other spirits </li></ul><ul><li>Expresses masculinity with hard surface </li></ul><ul><li>Refers to the sword of Prince Charles </li></ul><ul><li>Logo enlarged, embossed & wrapped around surfaces </li></ul><ul><li>No excessive ornamentation </li></ul>Kelly DeChiaro - Drambuie Brand 04/23/10
    8. 8. <ul><li>Shaped to resemble the handle of a sword </li></ul><ul><li>Bottle metaphorically representing the blade </li></ul><ul><li>Allow Drambuie to convey history without overwhelming the consumer with nostalgic brand information. </li></ul>Kelly DeChiaro - Drambuie Brand 04/23/10
    9. 9. Kelly DeChiaro - Drambuie Brand 04/23/10
    10. 10. Kelly DeChiaro - Drambuie Brand 04/23/10
    11. 11. Kelly DeChiaro - Drambuie Brand 04/23/10
    12. 12. Kelly DeChiaro - Drambuie Brand 04/23/10
    13. 13. Kelly DeChiaro - Drambuie Brand 04/23/10
    14. 14. Kelly DeChiaro - Drambuie Brand 04/23/10
    15. 15. Kelly DeChiaro - Drambuie Brand 04/23/10
    16. 16. THANK YOU! Kelly DeChiaro - Drambuie Brand 04/23/10

    ×