Translating Belvedere Heritage 176 into a full suite of tactile, story-led brand experiences.
Deliverables
Visual identity | Art Direction | POSM Design | GTR Brand Experience | Shopper Experience Design | Drink Ritual Mechanics
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Launch Belvedere Heritage 176 in travel retail and off-trade environments with a cohesive brand experience that communicated the product's heritage, craft, and flavour story across multiple touchpoints—from large-format displays to consumer takeaway samples.
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Designed the complete retail activation system including FSDU and gondola displays for GTR, dunk ritual mechanics, branded sample packs, and supporting collateral. Developed art direction and visual identity elements tailored to different retail environments.
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Created a sensory-led visual system that translated the Heritage 176 story into physical brand touchpoints. Designed modular display solutions that worked across venue types while maintaining narrative consistency. Developed engagement mechanics (dunk ritual) that made the tasting experience memorable and shareable.
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Delivered a refined suite of retail assets supporting the full consumer journey—from discovery to trial. Created scalable display systems successfully deployed across GTR and off-trade environments, balancing storytelling with commercial clarity.
A consistent icon style illustrates the 176 Heritage process and tasting notes, with a label-inspired frame to highlight key moments.
Each icon represents a step in the heritage-making process, designed for simple, interactive storytelling across POSM. Used together, they help consumers experience how heat reveals the rich and complex flavours of rye.
