Red Stripe Brand Strategy / Identity

Brief: We were appointed by Diageo to develop a strategic six-year plan and visual direction for Red Stripe. Driven by an internal brand guidelines site, the project was aimed at global representatives responsible for selling Red Stripe to vendors across a range of markets. Solution: We created an interactive film celebrating the authentic self-expression and resourceful, can-do attitude of the island's people, setting the brand within the context of Jamaican history, culture and music. Repositioning Red Stripe as a credible youth brand, we made detailed recommendations for underground seeding, DJ collaborations, and supplying to cherry-picked clubs and bars. The result: a gradual increase in market share and presence.