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How do you take yet another ‘word soup’ of brand values and create one single-minded and consistent brand platform? Something that truly crystallises the brand's appeal.
First produced in 1849, William Lawson's is part of Bacardi's brand stable. A dated presentation, weak shelf presence and a lack of premium cues called for a new approach.
The brand needed to be updated, refreshed and reinvigorated. But this was not a cosmetic exercise. This was about rediscovering and re-expressing core heritage and personality.
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Our ‘REAL’ positioning provided the rationale and inspiration for the entire creative approach, encompassing bottle and label design, website and brand guidelines.
‘REAL’ meant a down-to-earth, open and honest confidence. Put simply, if it's not real, then it's not William Lawson's. The result is a de-cluttered, simplified presentation with a clear hierarchy of communication and consequently increased shelf impact.
The overall effect is cleaner, brighter and less laboured. It's a more contemporary presentation, in tune with today but in touch with its heritage.
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In the period since our redesign, William Lawson's has enjoyed a volume sales increase of 40%. It currently sells an impressive 1.4million 9 litre cases annually.
It's a success story centred around knowledge of the brand, sensitivity to its heritage, and an ability to focus on one core thought.
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*It doesn't just end here.
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