Intrigue is a liqueur made from exotic passion fruits competing in the high end alcohol market. Its target market includes young, urban and outgoing individuals looking for a fresh alternative to the traditional alcoholic beverages. The problem lay within the image of the company; it was outdated and did not provide an opportunity for its target market to effectively associate their beliefs and attitudes. The young, urban demographic the company was targeting, did not identify with the brand or the marketing imagery. This lead to plummeting sales and an inconsistent brand mission and messaging.
The Cordon team worked with Intrigue to get to the essence of this product and the audience. As a starting point our team explored the unique and tropical nature of each flavor Intrigue offered to its customers. Next, we collaged a series of images together encompassing the bottle to better qualify the flavour in a way that evokes feeling. We conducted numerous interviews and brainstorming sessions with stakeholders to ensure their needs were met and that the company vision was reflected in the new Intrigue brand.
Our extensive research and exploration produced a brand that was true to the essence of the company, its vision and mission. The new brand played on similar key assets of the original logo, but refreshed
As a result of the rebrand, all marketing collateral and web presence were refreshed to follow suit. As with all our branding endeavours, our team created a detailed brand guideline that was meticulously followed during the creation of all subsequent marketing campaigns and customer outreach programs. This allowed our client to ensure consistency, brand integrity, and longevity for years to come.