DRAMBUIE
Brand, Concept, Photography Development
In 2014, William Grant & Sons acquired Drambuie. FYM was brought on to collaborate on the visual identity for the brand in multiple phases.
Drambuie - Phase 1
Brand Development
The Ask
To conceptualize and create new Drambuie assets, re-envision the classic Drambuie in today’s modern day and make it #buiecool. This isn’t your grandfather’s Drambuie.
Our Approach
A series of cocktail images for PR stories around the re-launch of Drambuie, giving the brand a sexier visual story to match it’s new bottle design and packaging. Following that, an original brand film written, produced and directed by FYM.
Original film written, produced, directed by FYM
The Impact
The new creative aesthetic gave a nod to the brand’s position as a drink of choice in the jazz-influenced 1960’s, with a pop of Drambuie’s classic brass and crimson tones.
New approach.
New design.
New packaging.
New Buie.
Drambuie - Phase 2
Brand Development
The Ask
Help create a concept for Drambuie to reintroduce itself and connect with trade.
Our Approach
We built a video series highlighting bartenders in a “Family Meal” style discussion of all things cocktails. Then we photographed bartenders who had been selected to compete in “Modern Classics” - a trade program that asked them to put a modern spin on classic Drambuie cocktails.
Family Meal
The Impact
The brand immediately gained traction with bartenders around the county and a second year of “Modern Classics” was green lighted for Year 2.
Drambuie - Phase 3
Photography Development
The Ask
Build on the success of Modern Classics to bring the success of the portrait series to life through the addition of video.
The Approach
We stepped up our investment in photography and took the bartender portraits to new heights with fire, cyclone cocktails, fire, gummy bears, fire…FYM helped create and produce “Modern Classics Live”, a live stream from heavily promoted Drambuie events where bartender cocktail competitions played out in real time for an online audience.
The Impact
These efforts helped the brand expand its reach - 50 bartenders from key markets shared their videos and portraits to a collective 150,000+ followers. Event attendance grew and media impressions doubled in Year 2.
Modern Classics
