A brand of two halves
JDO Brand Design & Innovation has developed a new brand proposition and secondary packs for the Hankey Bannister whisky brand, with International Beverage Holdings Ltd UK, as part of their ongoing global brand repositioning strategy.
Hankey Bannister is a blended Scotch Whisky that has become the choice of ‘in the know’ whisky drinkers due to its high quality and competitive price. Renowned clients and enthusiasts include The Prince Regent, William IV and Prime Minister Winston Churchill.
The team at JDO was briefed to simplify and find an engaging way to communicate the incredible story and history of the brand, founded by Beaumont Hankey, a socialite and Hugh Bannister, an astute businessman. Their paradoxical personalities needed to be communicated simply and clearly and JDO also wanted to evoke a sense of the era in which they lived, while ensuring this was done in a contemporary way that would stand the test of time.
JDO focused on the two characters of Mr. Hankey and Mr. Bannister to communicate the memorable name, great blend and rich heritage in a way that would shine through at all consumer touch points. The new brand proposition “Substance with Style” allows the gentlemen’s perfect partnership of precision and panache to be communicated in a way that is both intrinsic to the brand and reflected in the high quality blend. JDO achieved this by creating two opposing patterns which reflect the different personalities of the men: a flamboyant design representing the outgoing Beaumont Hankey, and a simple geometric design for the more reserved Hugh Bannister. The creative team also produced a brand film to support the launch.
Ben Oates, JDO Executive Creative Director said: “Hankey Bannister has a great brand story to tell. We wanted our new brand proposition and secondary packaging to bring to life the interesting characters that give the brand its name.”
JDO completely understood the complexity of the brief and delivered an engaging brand proposition which has led to a greater understanding of the brand as well as creating really beautiful secondary pack designs. Hankey Bannister Blended Scotch Whisky has always been created with finesse and with the new secondary packaging, is now expressed with stylish flair.