Clear worked with the Irish Distillers team to pull apart the careful nuance between tradition and traditional. Through qualitative research and market immersions with target consumers and bartenders across the US, Europe, and Africa, we identified and prioritized the individual pack attributes that needed to be preserved, and what could be enhanced to modernize the brand. We assessed each unique brand element for both distinctiveness and relevance in finalizing our opportunity assessment and recommendations for equity elements to maintain, improve, and champion.
Based on our insights, we then explored a variety of creative territories, bringing to life the tenets of heritage, authenticity, and approachability to further assess the levers available in refreshing the brand and implications for the design solutions. Finally, in order to ensure that the strategy was fully realized, we delivered an actionable creative brief to eradicate the gap between the brand personality and the pack design and refresh the brand for growth.