Diageo needed to define the identity for their LUXURY PORTFOLIO, Rare & Exceptional, in order to fulfil their vision to become the NEW ICON OF TRUE LUXURY SPIRITS. Our modern and minimalist brand identity delivered the simplicity and sophistication needed to encompass its incredible BREADTH & DEPTH OF RARE BRANDS and stocks.

THE RARE & EXCEPTIONAL brand pattern represents Diageo’s vast collection of casks, with a crafted, detailed icon that HIGHLIGHTS THE EXCEPTIONAL few. Flexible enough for both print and digital, our BRAND GUIDELINES ensure the Rare & Exceptional Private Sales team can bring the brand to life across every touchpoint.