The Woodstock masterband identity was launched in October 2013. As Asahi Premium Beverages’ No 1 brand, the brief was to create a new visual identity, range architecture strategy and packaging solution for its 32 SKU range.
The visual identity system captures the essence of the brand’s American heritage with the introduction of new language including black oak timber finish, hand-crafted wood-cut typography and a wax inspired seal. Underpinning the Kentucky Bourbon barrelling process, the creative solution was focused on developing language that reflects the brand’s down-to-earth masculinity and irreverent attitude. Each of the new assets plays a role in bringing the brand story to life with warmth and integrity – an area that was identified in consumer testing as being a significant barrier to purchase. Distinct improvements were also made to the range architecture and visual navigation systems, ensuring stronger point of purchase communication and shelf prominence of the individual ranges.