J&B

J&B had big ambitions. They wanted to become the world's most welcoming whisky; breaking down the barriers of Scotch to appeal to a whole new generation of J&B drinkers.

We were tasked with creating a new Brand World to reinvigorate the legendary 274 year old whisky for a new generation.

We started by getting under the skin of younger consumers in today's world. From music to food to fashion, we found that today's generation were effortlessly blending together what they love, even if they were breaking some rules and traditions along the way.
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Building from this cultural truth, we created a Brand World Idea that focussed on a world made better by blending. From mixing different styles and personalities, to merging unique typefaces, we created a Brand World that's about blending with real spirit - uniting those unique individuals who make the world a more interesting place, across moments of real, unfiltered enjoyment.

Leveraging the brand’s iconic Key Brand Assets, we powerfully reimagined how the brand appeared at every stage of the consumer journey with our new visual identity. From social media to merchandise, we created a whole new world for J&B to resonate with the next generation of whisky consumers, while preserving this iconic brand's unique essence and history.