forceMAJEURE has been honored with the Gold at the DBA’s 2017 Design Effectiveness Awards for its work with Diageo on the global portfolio redesign of Buchanan’s Blended Scotch Whisky. The awards program recognizes design’s concrete impact on sales and brand awareness.
"We’re so excited 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 2 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. 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.
The 2017 shortlist included 42 finalists, and was narrowed down after two rigorous rounds of judging by senior business figures from brands and organizations including Airbus, Deutsche Telekom, Diageo, Google, Guardian News and Media, ITV, Lego, PepsiCo, Volvo and more. The Bronze, Silver, and Gold winners were announced at the awards ceremony on March 1st, 2017 at The Brewery, London.