Two smartphones displaying a website about renowned alcohol brands, set against a yellow background with the text "Much loved brands" and logos of whiskey, beer, and liquor brands at the bottom.

Diageo

Diageo is a client that aims high and it was a very proud moment to refresh their visual identity and corporate website along with a strong team at Comprend, supporting to deliver new ideas and creative services while advising on day-to-day challenges.

We’re constantly applying new brand principles and re-thinking major parts of the business, such as employer brand, investor communications, the digital transformation story and much more.

Services

  • Client team
    Louise Jones
    Andri Stephanou
    Jeremy Lindley
    Matt Bertocchi

    Creative team
    Nic Renn
    Ned Image
    Chris Yeo
    Sophie Kroner
    Sidney Mortimer
    Matt Hare
    Marine Thébault

    Agency collaboration
    Treacle copywriters
    Chromatic Brands
    Form Films


Visual identity
Website
Social
Photography
Advertising

Presentations
Implementation
Guidelines
Guardianship

Abstract colorful wave designs, featuring green, red, orange, blue, purple, and beige sections.
Assorted alcohol bottles and a pint glass. Includes whiskey, gin, vodka, spiced rum, and stout.

Visual Identity

With a creative dream team, we delivered a radically new visual identity within a tight time-line.

We flipped the visual identity on its head, away from traditional masculine luxury connotations to a lighter, brighter and beautifully crafted premium experience.

Built-in flexibility enabled the tone and visual execution to adapt easily to audience needs and expectations.

We set the bar high, as we re-invented every touch point with the expected quality, craft and precision.

Person smiling, sitting on a blue sofa against a blue wall, wearing a black shirt and orange pants with shelves and green bottles in the background.
Open magazine displaying an advertisement for Don Julio Blanco Tequila next to a hand holding a cup of coffee.
A beige chair with wooden armrests next to a round marble side table, on which a magazine is placed featuring Guinness branding and a headline about a secret recipe. Sunlight casts shadows on the chair and table.
Three smartphones displaying Diageo portfolio graphics, featuring charts and growth opportunities.
Text "Serif + Sans" with fonts FS Brabo and URW Geometric displayed.
Various digital devices displaying content related to Johnnie Walker and Diageo, including images of whiskey bottles, and news articles about a new Master Blender and a distillery announcement.
Laptop displaying Diageo website with Smirnoff vodka promotion on desk with glasses, books, and bowl of cherries.
Person holding a smartphone displaying a webpage about Johnnie Walker Scotch whisky.

Diageo.com

A full re-design on a new platform, taking the visual identity through to a fully detailed digital design system, setting the tone for digital implementation.

Multiple webpage themes and templates displayed vertically, each with different color schemes like orange, blue, green, purple, and red.
Smiling woman in safety gear with bottles in foreground, text "Celebrating you" and "it's not a strapline – it's a mindset committed to nurturing talent."
Inspirational words and phrases on a pink background: "Create a future worth celebrating," "Be you with us," "Shape the future with us," "In conversation," "Be inspired everyday."

Employer brand

We set out to put candidates at the heart of a new, more authentic employer brand. “Celebrating you” was our mantra and the basis for our narrative and manifesto.

By simply being more relaxed and conversational, we helped Diageo to feel more approachable creative and relatable than their peers.

Our approach to design and photography aims to represent a warm and diverse global community and a supportive, progressive culture.

Our social and marketing strategy was driven by the idea of really ‘lifting the lid’ on life within the business.

We supported global teams with detailed guidelines and strategies, along with practical templates, training and creative support.

Person holding a pink tote bag with the word 'together' and '#LifeAtDiageo' printed on it, wearing dark pants and white sneakers.
Man wearing safety glasses laughing in a workshop, with gloved hand tapping his arm.
Four smartphones displaying a brand Q&A session with prompts to ask questions. Two images of women with titles: "Brand Manager" and "Beer and Whiskey Ambassador." Text: "Opening up conversations."
Smiling worker with pink hair wearing a high-visibility vest and safety glasses in a factory setting.
Office poster with text 'Create a future worth celebrating' by Diageo, featuring two people, in a bright room with plants.
Framed poster on wall with motivational message "Be You with Us" and photos of people, featuring Diageo logo.