NPD and partnership. MAXXIM UK delivering Famous Grouse differently

The engineering process behind the contemporary design of the new Ginger Grouse font

The brand

Maxxim UK had a radical NPD project with the famous Grouse brand to extend the product into draught mixed drinks – the Ginger Grouse famous grouse whiskey with ginger beer.
ADS2 were approached to partner Maxxim in creating a cost effective vehicle for the product launch, as with any NPD project the proposition needs to be fully resolved in order to understand the potential of the new product.
ADS2 interrogated the NPD and product proposition in order to understand the target market and how this radical new product would fit on the bar with Ales and Lagers.

The concept

The product was positioned to appeal to young drinkers wanting to experience new things without transitioning to a full spirit drink.

The design intent developed within this partnership was for a sweeping unit with a prominent lemon shaped illuminated lens.

The colour pallet called for muted metallic colours with subtle brand endorsement on the body of the unit. The natural material was ceramic but a specialist engineering ITEK ceramic significantly stronger than conventional clays and able to take different finishes.

Final Result

An elegant form decorated in a hybrid process, glazed and then PVD finished with the metallic colour with the brand decoration fired in place after finishing.

The lens was cast acrylic – suitable for very small runs, delivering exceptional quality and clarity.

The crowning glory was the Famous Grouse Mnemonic, created as a tap marker laser cut from steel and finished in the same colour as the font body, a beautiful rendition of the 'Grouse' itself was then placed onto the tap marker.

'with partnership and understanding we can deliver more'

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