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Reigniting a global drinks brand

Rebranding Diageo with a new visual identity, enhanced storytelling and digital transformation.


Premium drinks company Diageo owns some of the most recognisable brands in the world, including Guinness, Baileys and Johnnie Walker.

Our role

  • Brand strategy
  • Creative strategy
  • Art direction
  • Photography
  • Visual identity
  • Employer brand
  • Tone of Voice
  • Copywriting 

The challenge

Building differentiation and trust for a global business

For a business that's close to its consumers with cutting-edge insights into trends, Diageo’s identity reflected darker colours and sombre imagery, which was dated by modern standards.

The existing brand was also focused on an investor audience and not accessible for other key audiences, such as job seekers.

Diageo had a compelling story to tell, but its brand was out of date and no longer reflective of the essence of the business today. 

A man in a suit sits in a bar holding a glass of liquor.

The old brand was dated by modern standards, with darker colours and sombr imagery. 

The solution

A brand that captures the magic behind the business

We developed a brand strategy that captures the magic that goes into everything Diageo does. We refreshed the visual identity and crafted corporate messaging with a new tone of voice that was inclusive, accessible, and truly told a Diageo story.

We used research and insights alongside a dedicated brand workshop to truly get under the skin of the business.

From this, we created the brand's unifying concept: Alchemy, reflecting the premium and luxury feel of Diageo’s brands, through flowing liquid and glass textures with a lighter, more colourful palette.

New photography celebrates Diageo’s people, brands and performance. We developed supporting materials, including a complete corporate brand book and templates for consistent, high-quality execution, globally.


The brand's
unifying concept was '
alchemy', reflecting the premium and luxury feel of Diageo’s brands, through flowing liquid and glass textures. 

John Anderson, Executive Creative Director

Our ambition was to reposition Diageo as one of the best-performing, most trusted and respected consumer products companies in the world.

John Anderson, Executive Creative Director

The impact

A beautifully blended premium experience

Diageo's new brand truly captures the blend of magic and science that is at the core of the business today. 

The new visual identity and tone of voice are continuously applied across a variety of channels and mediums, including the website, social media, ads, brochures and presentations, building brand equity and helping Diageo to connect with stakeholders globally.

The project became the start of a longer journey, where we have continued to work with Diageo on a variety of exciting projects such re-launch, employer brand positioning, market narrativesSEO, social strategy and more.

A lighter palette drawn from iconic brands

The lighter palette is drawn from Diageo’s iconic brands and rooted in the unifying concept of alchemy. New typography uses two fonts, reflecting both Diageo’s heritage and its contemporary brands.

A collage of images including a Diageo logo, font styles, a color wheel, a woman holding a drink, various liquor bottles, abstract colored waves, and a circular data chart.

Authentic photography celebrating diversity

Positive photography truly celebrates inclusivity and diversity of Diageo’s people, brands, customers and performance.

Collage of seven images showing people at work in various industries: a lab, a factory, a distillery, and an office. They are engaged in activities like experimenting, handling products, and conversing.

Contact us

Reach out to any of us to discuss how we can help you with your branding.

James HandslipManaging director, UK
Emma WiderbergManaging director, Brand
Mikko PeltomäkiManaging director, Finland