Diageo Buchanan's

This case study describes how James Buchanan's, a Diageo-owned scotch whisky brand, redesigned its bottle for the Latin American market, inspired by the brand's rich Scottish history.

Diageo Buchanan's

Agency: forceMAJEURE Design

Executive summary

"The work on the Buchanan's packaging has been extraordinary, achieving something which on paper seemed nearly impossible. The work on packaging, using the shape of canteens as design, has not only brought the brand back to its origins, it has also reinvigorated the brand through a design that is quite a departure from the existing one. It wasn't without risk, but the results have been very positive."

ALBERTO GAVAZZI, PRESIDENT OF DIAGEO LATIN AMERICA & CARIBBEAN

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