Grey Goose
Changing a global iconThe world of luxury has changed beyond all recognition. Grey Goose needed to change with it. As part of the biggest shift in its twenty-two year history, we reimagined the brand for a new generation of drinkers. Confident. Optimistic. Inclusive.
WE PARTNERED ON
A rebrand, global implementation and guardianship.
Exclusive to inclusive
To connect with a changing audience, we needed to speak their language. That meant moving away from rigid luxury codes, towards a more expressive, open approach. Working collaboratively and at pace, we reimagined the way Grey Goose could communicate.
Expression of confidence
To change how people felt about Grey Goose, we needed a bold statement. So we started by redrawing the logotype from scratch. The bespoke type is more contemporary, more confident and more flexible – the perfect complement to the iconic goose symbol. That allowed us to be more expressive with the rest of the system. A striking pattern can be dialled up or down. Secondary colours are as bright as they are unexpected. A set of bespoke typefaces allows Grey Goose to speak with more immediacy. And a renewed tone of voice lets the brand’s character shine.
LEE APPLBAUM
Global Chief Marketing Officer
Twelve years in the making
The new identity is the latest project in a twelve-year partnership. We’ve worked on everything from the world’s biggest trade advocacy campaign – Vive! – right through to award-winning global campaigns, packaging, content, experiences and environments. Now we’re focussed on bringing the new brand to life, pushing its boundaries as we shape its future.
JOE MCCANTA
Global Brand Ambassador
