Talisker Global Travel Retail Toolkit
The Diageo Talisker team approached D4R to design a new retail identity for the Global Travel Retail (GTR) market and create a permanent display.
REDEFINING THE TALISKER IDENTITY
Embodying the exceptional quality of Talisker whisky, evoking a sense of its rich, coastal heritage and the distinctive flavours that define the brand.
IDEA
Talisker approached us to revitalise their permanent and temporary visibility in travel retail. With a new brand world born from the wild location of their iconic distillery, our response referenced the terroir of the coastal environment and utilised maritime signifiers.
Our drivers for the project included elevating the brand’s visibility, delivering an emotional connection to the product through storytelling, and visibly communicating the sustainability aims of the brand.
Within our response we considered product, occasion of use and the culture the brand intends on conveying – all achieved through shelf-level glorifiers through to temporary-tasting pop-ups.
research
Within our first stage, we researched around the brand to fully understand its unique narrative, competition and core consumers – guiding our onward process and ensuring a targeted project outcome. We explored the very nature of terroir and how adjacent brands and best-in-class level experiences connected with their origin and environment — evoking the landscape.
Insight & strategy
Following our research, we made strategic assertions and delivered key insights that fed into our creative response, anchoring the designs. We explored a broad range of opportunities around expressing flavour and taste, without the need for a liquid on lips experience.
We considered how shoppers would interact specifically within the GTR environment, building a framework that would tell stories in layers, grabbing attention, engaging directly and convincing shoppers with reasons to buy.
conceptual direction
Delivering three conceptual routes via detailed moodboards allowed us to get the tone right with the brand before proceeding into the conceptual visualisation stage. We crafted routes that were inspired by the terroir of coastal Scotland and the maritime aesthetic synonymous with the brand.
We ensured our concepts included activities such as tasting and product discovery – allowing a clear zonal structure to feed into our detailed illustrations in the next phase.
Visualisation
Talisker selected their preferred direction and we took to visualising these in a 3D rendered format, refining the brand-world direction and expression within the permanent GTR environment, allowing the brand to have a key collaborative involvement with our creative process. With the arrival at a bold, on-brand concept we supported the brand with their temporary retail activations and explored the full breadth of scalability needed across Diageo’s vast travel retail estate.
Let’s carry on the conversation…
