Brief: Mayv Single Malt Scotch Whisky
Client: Designworks College Student Brief
Client: Designworks College Student Brief
The Mayv Single Malt Scotch Whisky brief involved developing a concept and branding that would give the emerging whisky an edge in the competitive liquor market. It was to have a unisex appeal with a slant towards females from mid 20's to 40's.
The developing of my concept began with the question, what makes Mayv unique? It's a single malt. The tagline 'It's who we are' embraces Mayv for who they are, a single barley strand bursting through a field, smoke from an ousting fireplace, malting on wooden floorboards and charred oak casks.
From this the brand was marketed with a more casual and rustic feel appealing to the target audience as well as separating it from it's competitors. Mayv romances consumers with the a free spirit that comes from Iran women traditionally making 'Sumanu', a malting process, as they laughed and sang from late in the evening until daylight.
