What they were up against.
For five generations, the Phillips family has been producing high quality alcohol and spirit products using the finest ingredients sourced from around the globe. It was a way of doing business that led to a proud traditional of excellence and a reputations to match. But even a model that clearly stood the test of time wasn’t immune to change.
In 1988, the brand set out to expand through the creation of new products designed to compete within other bargain brand liqueur categories. How to define, design, differentiate these new offerings was a question that was shaking and stirring up the company.
What we did to help.
Despite the strength of the Phillips name, competing on new levels would require a new approach. With our help, the spirit icon introduced a series of stand-alone brands which included Sonoma Barrel Brandy, Siberian Ice Vodka, Turtle Bay Rum and Calgary Trail Canadian Whiskey.
Striking while the iron was hot, we took the opportunity in tandem to redesign Phillips’ two flagship liquors – Phillips Canadian Whiskey and Phillips Distilled London Dry Gin. It was a decision that aimed to bring all branches of the brand under a cohesive strategy and visual family.
Work we did:
- Naming
- Messaging
- Design
- Advertising Online/Offline
