Liquorland - Legendary
LAUNCHING A NEW BRAND PLATFORM
Challenge
Following the consolidation of Coles Liquor Group banners, Liquorland’s national network expanded to have greater reach, range and delivery than ever before.This gave us an exciting opportunity to reset the brand and launch a new platform that does justice to Liquorland’s epic scale, heritage and role in the lives of Australians across the country.
Solution
For over 50 years, Liquorland has been the local bottleshop for all Australians, with great-value drinks, the right range, and an easy store experience.This legacy inspired ‘Legendary’, a long-term brand platform designed to cement Liquorland as a truly iconic Australian brand. ‘Legendary’ brings to life Liquorland’s commitment to elevating every occasion, no matter how big or small, making each one a little more legendary with a drink.
To launch the platform, we enlisted a cast of Australian legends in a campaign that debuts a refreshed brand world. Liquorland’s brand DNA has been dialled up to create a punchy, unmissable world including bold colour, high-impact design, epic-scale photography, a bespoke track and a new ‘Legendary’ whisper earworm.
With long-term scope across all brand, product and value storytelling, ‘Legendary’ helps Liquorland stand out, connect with culture and step confidently into its next era as one of the great Australian retailers.
