Heering Cherry Liqueur, a cocktail classic, was due for a long-awaited makeover. Drama Queen revitalised the brand, crafting a fresh platform, design, and the new concept – “Open Up For More,” along with communication assets and tools.
The concept comes from the inspirational idea of rewards awaiting those who look beyond face value, reflecting Heering’s nature. Many mistakenly believe the flavour is “intensely cherry,” when it’s actually a deep, refined experience. We wanted to leverage this “surprise” and weave it into the brand concept.
“Open Up For More” emphasises human, product, and branding components.
- Human: Authenticity and openness result in greater life experiences.
- Product: Heering improves cocktails by increasing depth and smoothness.
- Brand: Heering, founded on Nordic ideals of openness and authenticity, promotes exploration and discovery.
We amplified Heering’s signature cherry red, establishing it as the base colour. This was paired with innovative imagery and a sliced layout to reflect the many layers of Heering Liqueur, resulting in a contemporary look for the modern market.
Our collaboration went beyond visual changes and included a strong strategy across multiple channels:
- Social Media: Using eye-catching new assets, we integrated the social media strategy with the new brand approach and created engaging Instagram content.
- On-Trade and Off-Trade Execution: We developed a playbook for Heering’s messaging in bars, restaurants, and retail to ensure that all touch points were consistent with the new identity.
- Event and Activation Concepts: We created dynamic event concepts and activations, such as interactive tasting sessions and immersive brand experiences, to encourage customers to discover Heering’s depth and diversity.
- Drink Strategy: We developed a cocktail strategy that focused on Heering’s ability to enrich traditional and contemporary cocktails through new recipes and collaborations with prominent mixologists.
- Communication Tools: We supplied a set of tools and materials, including rules for tone of voice, visual style, and essential messaging, to ensure that brand communications were consistent and effective.
Through these thorough efforts, we positioned Heering Cherry Liqueur as an experience to be savoured and discovered, rather than just a drink.
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