![]() The new scheme is an example of kinetic branding, with movement built into all executions – from the sky moving past and setting on the still life scenes, to the preparation of the serves and the flight of the three geese logo itself. The brand world document provides guidance for experiential and environmental design – the ‘In Bloom’ Kehlani gig at pier 17 in Manhattan being the perfect first expression of the brand world vision. Conceived from pencil sketches to set building, the images create a warm invitation to a subtly suggested occasion, both day and night, whilst highlighting the ice-cold purity of the brand’s signature serves.ĭuring the year long process, our creative team were invited to consult on all aspects of creative execution. The resulting images were used on billboards and digital ads all over the world. Our art direction of the photography took place across three shoots in New York and London with photographers Sidney Bensimon and Andy Grimshaw respectively. We also defined a new colour palette for the brand, with a flexibility that brings depth to the brand’s signature blue colour and a range of secondary colours that bring a sense of taste and vibrancy to the brand’s naturally flavoured products. The ‘Vive la Vodka’ line used in all communications was written by ad agency MullenLowe. The typeface was created in collaboration with type foundry Dalton Maag. For the logo crafting we engaged the services of the super talented lettering artist ‘Ginger Monkey’, a long-time partner of our studio. The font family was created in two weights to retain legibility at large and small scales. There is a subtle sense of flux, as though the type itself is natural and in motion. The typeface contains a palette of alternate glyph characters, allowing anyone who creates a headline to bring a unique variability and flow to the type. This aesthetic was then applied to an entire bespoke typeface for the brand. We re-crafted the letterforms of the Grey Goose logotype to bring a sense of flowing elegance, mirroring the natural forms and movement of the geese in flight. The mountains also play a key role, so that the entire design system is an amplification of the uniqueness of the bottle itself, serving as an analogy of the origins and qualities of the liquid. These elements bring a natural home to the geese-in-flight and convey the unique underlying qualities of the vodka itself, which is made using pure spring water from Gensac-La-Pallue, French wheat from Picardie, and is distilled only once to retain its distinctively refined taste and viscous mouthfeel. The brand also needed a collection of new visual equities, with guardrails for how to use them. In the real world a goose is never seen flying alone, it’s always part of a flock – a metaphor for the vodka consumption occasion itself. By making the brand’s primary symbol into the three geese lock up we hoped to convey a feeling of togetherness and conviviality. ![]() To us, the previous marque felt like a celebration of the individual. ![]() This creative strategic thinking now defines the aesthetics for all sensory experiences and touchpoint brought to you by Grey Goose.Įvery visual asset was recrafted. We then defined the creative guiding principles of and created a new brand world concept AKA: ‘The big idea’. The project began with Intertype Studio team hosting an online global workshop to deep dive into the brand’s roots and character and to gain an understanding of the functional requirements of the new brand world. The brand world defines the aesthetic of every element of the brand, from point-of-sale display to experiential and environmental design. The design system also includes layout principles for above and below the line communications and the creation of a palette of photography that is now used across all touchpoints, such as advertising and social media posts. The project includes a new global brand identity with a reworked logotype and three geese icon. ![]() Introducing our brand world creation for Grey Goose. ![]()
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