BLEND 285

BLEND 285, an entry-level whiskey brand, is popular among young adults because of its low price and prevalence at local pubs and bars. But, unfortunately, these young drinkers eventually move on to more premium whiskey that carries a more sophisticated status. Our task was to set precise positioning for BLEND 285, which will help build brand affinity with their drinkers. After extensive research, we came up with a new positioning and a brand-new mantra of – "Let's BLEND." With this mantra, we've also proposed many ideas that encourage the audience to engage with each other and enable clients to collaborate with other brands easily. More importantly, "Let's BLEND" was well received and resonated with the audience. Also, "Let's BLEND" became a distinguished platform for clients, which they still use today. Most importantly, it gave a better reason to choose BLEND 285 over other whiskeys. (I led the creative team and wrote all the copy for the relaunch.)

Positioning line to tell the audience what BLEND 285 stand for and how we interpret the statement into Masthead Design

How our idea came to life at the Music Festival

Let's BLEND rolled out at BIG MOUNTAIN Music Festival

Headlines and ‘SPLIT Photo Booth’ encouraging festival goers to Let's BLEND

Even the furniture at BLEND 285 were designed for people to Let's BLEND

Let's BLEND idea extended to combine music genre for concert goers and some merchandising collaboration ideas for clients

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