semiotics of sustainability.
Diageo needed to fast track their sustainable innovation. We shaped a highly applicable semiotics of sustainability which decoded and collated emerging and dominant thematic cues and codes in premium and pleasure brands and defined the ‘rules of engagement’ to trigger an agile and ‘doable’ ideation stage.
refreshment semiotics.
A semiotic decode of refreshment visual and verbal cues and codes in beer and ciders to inform cohesive, holistic brand design and comms across the Heineken UK portfolio.
decoding emerging language of sleep and stress.
A semiotic decode of the world of sleep and stress for market leader RESCUE Remedy to inform future brand architecture, design and comms, to ensure the continued expression of the brand’s ‘empowering calm’ promise.
a case study in more detail.
Jameson: A new outward-facing, future-fit Limited Edition strategy.
Jameson launches a Limited Edition bottle every year for St. Patrick’s Day globally. Historically, the designs were very Dublin-centric, retelling tales of the brand’s birthplace via local Dublin artists. The brand recognised a need to take an ‘outward-facing direction’ with Limited Edition and to align with its new global positioning and activation centred on community, togetherness and simply great taste.
We audited Limited Edition strategies adopted by premium and pleasure brands globally, archetyping these into richly evidenced Limited Edition strategy platforms and testing appeal of each – against Jameson’s strategic and audience goals – with international market representatives in Asia, LatAm, USA and Europe.
Via this landscape together with this quantitative evaluation Jameson chose a Limited Edition strategy to fuel the next five years for the brand.
“Your understanding of the brief and your incredibly thorough response really impressed us. The outline of the nine Jameson design territories, the detailed context behind each and supporting research and voting really allowed us to see the different directions we could go in – and we are really happy with the territories you have selected.”
— Global brand manager
