Case Study
Smith & Sinclair
Building a multi-sensory brand
Image courtesy of Smith & Sinclair
The Challenge
To evolve Smith and Sinclair’s pioneering ‘cocktail confectionery’ from disruptive start up to global brand.
Approach
Developing a new brand methodology integrating semiotics, translating brand positioning into tangible visual and sensory equity.
Identifying the brand’s core philosophy and using it as a guiding principle.
The Cultural Unlock
Going deep — translating the core insight ‘It’s a cocktail, but as you’ve never had it before’ into a visual identity and sensory brand experience by using microscopic imagery of alcoholic drinks.
Impact
01
A full brand transformation – with a business strategy and new brand positioning to enable the brand to grow globally.
02
A new brand identity, including final logo design, distinctive assets, structural packaging.
03
Development of a fully ‘synaesthetic brand’, including a ‘Sense Signature’ which shaped product development, innovation, activation and retail strategy.
04
After the rebrand Smith & Sinclair launched in the US, expanding the product line and sold to Tilray in 2019 for £7.7m.
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