Re-imagining a more aspirational positioning and brand personality to deliver commercial advantage and opportunity across multiple markets, channels and lifestages.

Our task has been to elevate the Grey Goose brand’s desirability in what has become a highly competitive global premium spirit market worth an estimated $7bn annually. We started by establishing a new strategic and creative direction for the brand — from brand behavior and a new language of luxury to new product marketing strategies for gifting and the development of experiential strategies for worldwide travel retail.

We then re-designed the entire brand identity and packaging, and ensured the approach was reflected across numerous touch points. Critically, that has meant considerable strategic and creative effort in the areas of presence in retail, bars and restaurants and nightclubs.

Having established the central principles of the brand’s new external expression and behaviour, we’ve set out a platform that is built on by Grey Goose’s other partners in marketing, communications and advertising.