Creating a luxury brand world for a new strategic approach

Destination: Reserve is Diageo Reserve's new strategic approach for their luxury portfolio and they wanted it to represent a modern take on traditional luxurious cues.

We viewed luxury as a lifestyle, one that is rooted in culture, and that shapes the context of how one chooses to live.One that has the power to transcend geographical and cultural boundaries, just like Destination: Reserve.
The design philosophy behind the brand was to take familiar, classic elements from the luxury drink occasion: brass trim, smooth surfaces, and cut glass, and present them as textures in a new, fresh, digital-first take on luxury.
The new brand was teased through existing internal Diageo channels, and was rolled out across all key assets for the portfolio team.