Drinks / Spirits / FMCG
Drinks & Spirits Design
Drinks and spirits campaign systems built to cut through crowded shelves, bars and promotional windows.
Category Gallery
Category Overview
Where this category gets won or lost.
Work delivered for Jim Beam, Laphroaig, Coca-Cola, Courvoisier, Maker's Mark, The Hakushu, Monster Energy and wider drinks portfolios. The pressure point is contrast: hold premium character where needed, then switch to high-volume promotional pace without losing brand authority or visual impact.
Premium spirits launch collateral and campaign suites with edge
Retail and on-trade systems tuned for visibility and recall
FMCG communications scaled across mixed commercial channels
Distinct tone and hierarchy maintained under tight brand governance
Case Study
Drinks & Spirits Design: the brief, my role and what was delivered.
The challenge
Drinks work swings between two jobs: premium whisky and spirits brands that need restraint and craft, and high-volume promotions that have to stand out in a busy bar or shop. The design has to keep each brand's character while working on posters, on-trade display and digital at the same time.
My role
Agency designer at Lateral Line Creative Services (2014 to 2019), plus freelance agency-side work.
- Campaign, on-trade and promotional design for Coca-Cola, Jim Beam, Laphroaig, Maker's Mark, Courvoisier, The Hakushu, The Famous Grouse, The Glenrothes, Sourz, Glen's Vodka and Monster Energy.
- Large-format promotional posters for Powerade.
- Prize and promotional collateral for The Glenrothes, and personalised campaign output for The Famous Grouse.
- Coca-Cola factory-floor environmental graphics at large physical scale.
- Freelance agency-side work for Loch Lomond Whisky Group.
How I approach it
- 01Set the tone brand by brand: restraint for premium single malts, energy and contrast for mass-market promotions.
- 02Design for where the work is seen: back bars, shelves, posters and phones, not only the studio screen.
- 03Keep the hierarchy simple so the product or the offer reads in seconds.
Deliverables
- Campaign design
- On-trade and in-store display
- Printed collateral
- Brand collateral
- Large-format posters
- Prize and promotional materials
- Environmental graphics
- Digital and social artwork
Relevant Brands
Brands that trusted this category in real commercial conditions.
