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Feb 26 2018

Innis & Gunn

 

INNIS & GUNN: PACKAGING TESTS

The Challenge:

Innis & Gunn wanted a new visual brand identity but were unsure of which direction to take. They asked for our help to understand how a new re-design would impact on the their positioning in the craft beer market and to provide guidance on the most relevant design route to appeal to their core target and provide consistency across its core range.

What We Did:

Qualitative insight with beer drinkers in the UK to understand the changing dynamics of the craft beer landscape, perceptions of I&G, new packing design and brand architecture review.  An online study in their core markets UK, Canada & Sweden to understand overall impact and appeal of the different bottle and label design routes.

The Result:

This year I&G launched the new look across its core barrel-aged and craft-brewed beers range helping to unify the brand and fuel its growth ambitions in the craft beer world.

Written by Joseph Greenwood · Categorized: Brand Development, Innovation

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SMWS

The Challenge:

The Scotch Malt Whisky Society (SMWS) is the world’s foremost whisky club but in recent years membership has slowly declined. The SMWS wanted our help to define their audience, understand the key drivers and barriers to membership and how the society could grow members globally.

What We Did:

Qualitative and quantitative insight identified 6 key whisky member ‘types’ and their key drivers of choice within the category. Qualitative work in the UK revealed the role whisky played and how each member type wanted the society to engage with them. Quantitative insight helped to size the opportunity of each segment and identify which whisky types dominated in each of their key markets globally.

The Result:

This work has helped the society redefine membership product, proposition and benefits by mind-set type, improve the membership renewal process and communications and aid creation of a new visual brand identity.