forceMAJEURE builds on Gold DBA honors with second award for outstanding design with a business impact
forceMAJEURE has been honored with an inaugural Nielsen Design Impact Award for its work with Diageo on the global portfolio redesign of Buchanan’s Blended Scotch Whisky. The awards formally recognize the very real and measurable business impact of outstanding package design. “Package design often doesn’t get the attention or respect it deserves compared to other marketing tactics,” said Steve Lamoureux, senior vice president of product development for Nielsen’s Design Solutions. “Given Nielsen’s vast data assets, we knew we were in a unique position to demonstrate the power of effective package design and celebrate the brands who are really embracing its potential.” "We’re so proud to be recognized by a program that proves how critical design is to brand building,” says Laurent Hainaut, CEO and founder of forceMAJEURE. "Not only is the work beautiful, strategic, and relevant—a tribute to the forceMAJEURE team's talent—it is also intelligently marketed, greatly executed, and boldly commercialized by the talented Diageo team. The result is a true partnership and commitment from all collaborators behind the project. It’s a huge success, having achieved a double digit growth rate for two years in a row.” The global redesign, the first of its kind in more than two decades, began with a close examination of the brand’s 150+ year history and a rebuilding of its brand story. “When initiatives end well, it’s often because they start well,” explained Hainaut. “My entire team was invited to join Buchanan’s cross-functional team in Scotland for deep-dive meetings. We visited the Dalwhinnie distillery, the archives and the bottling facility—we understood things from a branding perspective, a structural design perspective, and a consumer perspective from the very beginning of the project. There was an incredible openness from the Buchanan’s team to share all relevant information up-front.” The result was an overhaul of the brand identity, bottle structure and graphics, and secondary packaging that honors the brand’s essential truths of authenticity, vibrancy, and modern resonance. “We all knew the Buchanan’s new look would have an impact in the market, but we never thought it could be such a game changer,” says Jimmy Hernandez, Buchanan’s and Old Parr Global Brand Director at Diageo. “We hadn’t done anything to the Buchanan’s packaging in nearly 25 years. There’s only so close you can stay to what you are now if you want to be able to live with the result for another 20 years. We needed to take a bigger chance, or we would’ve been back in the same position in a few years’ time.” Organized in conjunction with The Dieline Awards, the Nielsen Design Impact Awards were presented to four winners and one grand prize winner on May 2, 2017 at the HOW Design Live Conference.