Diageo Rare & Exceptional
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overview
Branding, ui/ux. Web Design, Art Direction
Diageo’s Rare & Exceptional collection showcases some of the world’s most distinguished spirits. While the product line carried an extraordinary heritage, it needed a digital presence that matched its prestige. Partnering with Butterfly Cannon, our team at BlackSquare was tasked with creating a refined online showcase. The challenge was to design a platform that not only communicated the collection’s craftsmanship and exclusivity but also provided a seamless and engaging digital experience for a discerning global clientele.
Notable mentions: Dustin Peter / Athena Marinutti / Butterfly Cannon
Solution
Designing a Luxury Digital Experience for DIageo’s
Rare & Exceptional Spirits
As Senior Designer at BlackSquare, I collaborated with Butterfly Cannon to bring Diageo’s Rare & Exceptional story to life online. Together we developed a premium digital identity that went beyond a simple showcase—it became an immersive experience designed to capture the luxury and exclusivity of the collection.
The project blended elegant UI/UX, refined art direction, and evocative visual storytelling that reflected the heritage of the brand. Every detail, from typography to imagery and subtle interactive touches, was carefully chosen to heighten the sense of rarity and prestige. Our focus was on balancing smooth functionality with a feeling of luxury, ensuring the user journey felt effortless while still preserving the aura of refinement.
results
Successful Launch and Increased Sales Impact
The launch of the Rare & Exceptional digital experience elevated Diageo’s online presence and strengthened its reputation among collectors and connoisseurs. The refined platform not only captured the essence of the brand but also translated into measurable impact, delivering a 25 percent increase in online sales for the Rare & Exceptional line. The project positioned Diageo as a leader in luxury spirits branding in the digital space, creating a foundation for future growth and stronger engagement with a global audience.