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Luxury, shared
Brand Strategy
Visual Identity
Art Direction
Industry
Luxury Spirits
Collaborator
Haines Collective, Diageo
CÎROC was an ultra-premium vodka with exceptional product credentials, but no distinct personality as a global brand. Working with HMc London, I led the design of a new brand world for it, from research through identity to art-directed photography.
A unified global direction for the brand tested in all key markets
Comprehensive brand identity for every touchpoint
The challenge
The brand’s most visible communications had been built for the US market, and they didn’t translate around the world. Without a clear, shared idea of who CÎROC was, every market and every activation was left to interpret the brand for itself. It needed clarity and definition that would hold everywhere.
The insight
We took potential brand worlds into global research studies, and one finding stood out: luxury had moved from exclusive to inclusive. What’s the point of having it all if you can’t share it? For a vodka built around celebration, that was the opening. Luxury became a moment to be shared, not something to keep to yourself.
The solution
We built a brand world around the idea of living vividly, and carried it into every detail: color palettes, locations, staff attire, and the look and feel of pop-ups. I art directed the photography to capture the spirit of celebration in the drink. The identity became the brief for every activation of the brand, from pop-ups to products, and from make-up to a campaign with Mario Testino.