Buchanan's Design & Branding BUCHANAN’S RED SEAL GIFTING 2011 by Raison Pure Usa

BUCHANAN’S RED SEAL GIFTING 2011
The Design & Branding titled BUCHANAN’S RED SEAL GIFTING 2011 was done by Raison Pure Usa advertising agency for subbrand: Buchanan's Whisky (brand: Buchanan's) in United States. It was released in Nov 2011.
Advertising campaign for Buchanan's

Buchanan's: BUCHANAN’S RED SEAL GIFTING 2011

Brand
Buchanan's Whisky  (Buchanan's)
Media
Design & Branding
Released
November 2011
Posted
November 2011
Market
United States
Industry
Whiskey
Agency
Raison Pure Usa
Creative Director
Lorena Seminario

Credits & Description:

Category: Special Editions & Promotional Packaging

Advertiser: DIAGEO

Product/Service: BUCHANAN’S

Agency: RAISON PURE

Creative Director/President: Laurent Hainaut (Raison Pure International)

Creative Director: Lorena Seminario (Raison Pure International)

Senior Designer: Michelle Mak (Raison Pure International)

Design Director: Harry Chong (Raison Pure International)

Project Coordinator: Susan Levy (Raison Pure International)

Production Manager: Linda Tseng (Raison Pure International)

Media placement: Secondary Packaging - Duty Free, Retail Stores In South America - 1 November 2011

Media placement: Booklet - Duty Free, Retail Stores In South America - 1 November 2011



Describe the brief from the client

After the previous year’s gifting programme designed by us around the idea of the outdoors, the Buchanan’s team wanted to launch a new programme for the 2011 holiday season.



Describe the challenges and key objectives

The programme needed to reflect the spirit of the brand and its founder, James Buchanan. The gift encourages sharing and building an emotional connection between friends and family, reflecting the positioning of the brand.



Describe how you arrived at the final design

Building on James Buchanan’s travels, the special editions for Red Seal and Special Reserve are designed to resemble classic luggage items. The traveling trunks, accessories and documents of past eras inspired details such as the handle, the tag, the plaque, the closures and the stitching. The trunks are stamped with the mementos of a life well lived, carrying memories of friendship and adventure as inspired by James Buchanan. The gift encourages sharing with easily portable bottle and glasses. The result showcases a great collaboration between the Diageo and our team.



Give some indication of how successful the outcome was in the market

The feedback is overwhelming positive, many countries will distribute this gift for the holiday season. Final numbers are not yet available.