Benmore Whisky is Diageo’s mass market whisky brand, targeting people in their early 20s. To reach this target audience, Benmore has a strong presence at events and in media outlets that this target audience consumes.
Building on the equity of its stag symbol, Diageo wanted to create a new visual equity that Benmore could own. This visual representation had to have elements of and link back to the brand’s current identity, yet had to form an entirely new visual that would eventually become a part of the whisky’s key visual repertoire.
Drawing on whisky’s characteristics of warmth and heat, Brand New Day created a visual based on soft flames by the fireplace. Created in a shape reminiscent of the Benmore stag, a new element to the original identity was born.