The brief
Come up with innovative new product concept ideas, names and pack designs
in collaboration with the Diageo innovation team for future products.
in collaboration with the Diageo innovation team for future products.
Product requirements
• Whisky or whisky based drink
• Target market: women (all ages), under 40s, non-traditional whisky market
My role
Using names and concept ideas generated by the strategy team, I worked with
another designer to generate label design and bottle shapes for each route and worked up
a range of designs. These were used for first stage consumer testing, to see which product
concepts should be carried forward and which design routes were favoured by consumers.
another designer to generate label design and bottle shapes for each route and worked up
a range of designs. These were used for first stage consumer testing, to see which product
concepts should be carried forward and which design routes were favoured by consumers.
The outcomes
This is a selection of the designs chosen to take forward to consumer testing to
see which routes were favoured.
see which routes were favoured.
