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.