Context
The platform needed to live across brands with distinct identities and established territories: Johnnie Walker, Buchanan’s, and Old Parr.
The objective was not to unify the brands, but to create a shared visual architecture capable of sustaining a common narrative while respecting each brand’s voice.
The challenge
To design a flexible visual system capable of adapting to multiple brands, color territories, and cultural contexts while maintaining coherence.
The system also needed to scale across OOH, digital, and social formats within a multibrand ecosystem.
The approach
We developed a visual architecture built around three core components: a typographic structure that frames the campaign’s central provocation, an adaptable bottle silhouette functioning as a recognizable identifier, and a modular layout system that organizes imagery, messaging, and branding within a shared framework.
As part of the system, the shapes of different whisky glasses—highball, tumbler, and snifter—were incorporated as image containers. These silhouettes frame the scenes and connect the graphic language with the rituals of whisky consumption.
Each brand retains its own color territory and tone, while the architecture ensures coherence across the entire platform.
Outcome
The result is a scalable visual system capable of operating across multiple formats and communication channels while maintaining strategic unity across Diageo’s whisky brands.
A visual architecture designed to sustain a cultural platform with clarity, flexibility, and consistency.
