An Icon Reborn

With no major packaging updates in the last two decades, Buchanan's, a market leader in Latin America, had started to lose relevance with its target audience and struggled against competition from both in and out of the premium Scotch Whisky segment. In order to drive growth and deliver on the premium positioning of Buchanan’s, forceMAJEURE was given the unique opportunity to overhaul the brand language and packaging experience.


Inspired by the brand’s rich Scottish history and heritage, premium quality crafted tradition, and aspirational positioning, forceMAJEURE refined the brand’s recognized and trusted visual assets and created a modern and iconic brand expression worthy of the Buchanan’s label and its innovative founder and namesake. The range redesign included bottles and secondary packaging for the three main offerings: Buchanan’s Deluxe, Buchanan’s Master, and Buchanan’s Special Reserve. The result was an award-winning global redesign that resulted in significant sales growth and increased brand awareness.

Visual Strategy, Brand World, Branding & Visual Identity, Packaging Redesign (Structure & Graphics), Communication Campaign and Key Visuals
2016 Gold DBA Design Effectiveness, Beverage Category

2017 Nielsen Design Award