the work
johnnie walker
GLOBAL | SPIRITS | PACK PERSONALIZATION & PRODUCT DESIGN
Johnnie Walker, the world's number one whisky, has consistently pushed boundaries in product innovation. The opportunity was to bring together the power of variable digital print and generative AI to solve for people’s desires for collecting one-of-a-kind products that speak to their taste and personality, re-imagining how people could experience the brand through personalization at scale.
The work:
'Project Vision' is a new Diageo Innovation capability that enables manufacturing of one-of-a-kind collectible packaging. In this breakthrough pilot, Johnnie Walker partnered with celebrated German illustrator Andy Gellenberg to create 50 original seed images in his distinctive pop art style, which were enhanced using generative AI to scale up to 5000 collectible variations. Each bottle features a silhouette of an individual, reflecting the diverse faces of the modern whisky consumer and enabling each consumer to choose a product that is entirely original, relevant, and reflective of their personal style.
The role:
Original project conception and team orchestration. Team partnered with Diageo Packaging R&D, supply, and procurement as well as industry leaders in AI, pre-press, and digital print, to bring this capability to life with a clear path to scale. This pilot launch in Germany builds on a wider global platform on pack personalisation across the Luxury and Digital breakthrough innovation agendas.
malts.com
GLOBAL | SPIRITS | digital-physical products | d2c
FlavorPrintConnect is Diageo's innovative platform that combines physical whisky tasting kits with an AI-enhanced digital masterclass, creating an industry-first interactive tasting experience. Offered as an exclusive product and integrated as a key feature of Malts.com, the platform leverages proprietary FlavorPrint AI technology to personalize each user's whisky journey through flavor profile matching that accompanies the rich digital content driving the at-home blind tasting.
The work:
Development of an integrated physical-digital experience combining premium whisky tasting kits with an AI-powered digital platform. The product includes personalized flavor profiling, social tasting capabilities, and rich multimedia content.
Launched initially in the UK through Malts.com, the platform debuts with the Single Malt Special Releases 2024 Tasting Experience - a curated kit containing four 20cl whisky samples, tasting implements, and collectible glasses, supported by an interactive digital journey that enables users to explore and share their tasting experiences.
The role:
Original project conception and end to end delivery. Team partnered with Malts.com, Diageo’s Global Malts Brand Team, FlavorPrint Lab, Packaging R&D, supply, and technology teams to deliver this industry first product.
PARTNERS
Digital Product - KeenFolks
Physical Brand & Packaging Design - Bloom
Video Content - BornSocial
Skinsei
USA | SKIN CARE | NEW BRAND CREATION + DISRUPTIVE BUSINESS MODEL
Skinsei is a new Unilever brand developed with a small entrepreneurial team. It's a personalized monthly skin care subscription tailored to a user's skin, lifestyle and environment (based on a holistic diagnostic) operated with a Digital and Direct-to-consumer model.
The role:
Global project leader - leading a cross functional team, owning the brand and business model, as well as being a key contributor to the consumer journey : from acquisition to conversion and retention. In addition to this, as part of managing a lean brand team in beta, personally delivered majority of the creative assets for social and advertising channels.
THE WORK:
Public beta launch developed as a Silicon Valley style minimum viable product, taking learnings off Unilever’s other acquisitions in the digital native brand space such as Dollar Shave Club.
Skinsei works through a quick online assessment and skin patch to assess your skin, lifestyle and environment. Once complete, users get their own (1) holistic diagnostic. It shows them their Climate, UV, Air Quality, Exercise, Sleep and Skin. An overall picture of how they're doing this month. They can read about (2) their key focus areas this month, how they're doing, how SKINSEI supports them, and what they can do. Depending on their holistic diagnostic results, (3) five products are selected out of dozens to match their specific needs for the month.
“this is using the latest thinking in business models - direct to consumer, diagnostic driven, subscription, completely personalized”
PARTNERS
Brand & Packaging Design - JDO
Digital Journey + Site Design - R/GA London
Brand Planning - BBH London
Michiru
China & Greater Asia | Hair Care | New Brand Creation
Michiru is a new Unilever brand for Greater Asia & China developed with a premium anti-hairfall positioning, crafted in Japan with clinically proven technology. The range progressively repairs fragile hair from the inside out, for hair that is as full as one’s life.
The role:
Innovation Consulting - crafting brand idea and positioning, partner selection and brand development.
THE WORK:
New brand launch in Asia across multiple markets, with a focus on China eCommerce. Landing a disruptive, premium positioning in a cluttered hair care space to deploy leading edge technology backed by 50 years of research on hair and scalp biology.
Michiru (Instagram)
PARTNERS
Brand & Content - Green Park Content
Signal
EUROPE | PERSONAL CARE | NEW PLATFORM CREATION + INDUSTRIAL PRODUCT DESIGN
Unilever Oral Care has a leading position in key European markets (chiefly France & Italy). In the last decade, a strong premium leg has been built through its whitening platform under the White Now sub-brand of toothpaste. The identified brand opportunity was to extend this strength to toothbrushes.
The role:
Global project leader - including concept and product development. Managing a team across 4 countries to create & deliver the platform innovation for Unilever Oral Care’s footprint in developed markets. Leading creative development for both product design and communication.
The work:
Relaunch of its already successful whitening toothbrush + launch of 2 new on-trend upgraded variants to complete the assortment (anti-bac & charcoal). Delivered in record time, with a new launch model leveraging platform alignment with the more established toothpaste leg of the business.
Signal France (Brand website)
PARTNERS
Industrial Design - Design Group Italia + Ponzini SPA
2D Packaging Design - Crepuscule Paris
Film - Zorba Paris + Mazarine Paris