Design consultancy: BloomAdvertiser: Diageo
Executive Summary
"We couldn't be happier with the Royal Challenge performance since the redesign was launched. The new design is a compelling move forward for the brand, successfully connecting Royal Challenge with the spirit of India today so engaging with a new generation of RC loyalists."
Subroto Geed, Senior Vice President, USL (a Diageo Group Company)
In a buoyant but saturated Indian whisky market, Diageo's Royal Challenge brand was failing to make a distinctive and contemporary statement to its audience.
We were briefed to redesign the packaging to drive engagement amongst younger consumers,...