To develop and introduce a new product as part of the Something Special product range to encourage drinkers to ‘trade up’ within the range rather than moving to competitor brands. We were tasked with developing the entire brand experience from packaging design to its positioning in the retail environment.
We made the decision to retain Something Special’s diamond shaped bottle, as it is a key USP for the brand, but updated this with a spray gloss black to lend the new product a sense of mystery and intrigue. To enhance the brand experience across all channels, we developed premium retail merchandising and display units which reflected the brand’s positioning through structural and textural design cues.
To support markets with the launch of Something Special Legacy, we provided creative direction on a product photo shoot which highlighted the brand’s positioning and unique design.
The product was launched in various South American
markets to great response.