This is Knot Whiskey
Brief: Brand and market a whisky endorsed by the Chinese-American actress and rapper, Awkwafina.
The project aimed to challenge the stereotype of typical whisky drinkers and blend American and Chinese cultures into its design. The name, “This is Knot Whiskey,” was chosen because knots symbolise various positive concepts like reunion, friendship, peace, warmth, marriage, and love. In the context of English, the phrase “Not Whiskey” adds humour to the brand, similar to Awkwafina’s comedic sketches. Therefore, the whisky is spelled as “Whiskey” in accordance with the American spelling convention, deviating from the traditional Scottish spelling of “Whisky,” as it will be launched in the United States. The Chinese symbol of the name is incorporated behind the brand name to ensure recognition in both countries.
The bottle design is intended to be striking and stand out from traditional whisky bottles. Research indicated that red is a highly auspicious colour for whisky branding. To appeal to a younger generation and challenge the stereotype of typical whisky drinking, I opted for pink, a colour also considered lucky and distinctive enough to catch attention on a shelf. A lucky knot charm will be placed on the bottle’s neck, serving as a token for consumers to remember the brand and Chinese culture believes it wards off bad spirits. During research, it was also discovered that showcasing the colour of the whisky inside the bottle was crucial. Therefore, the bottle is left partially covered, allowing the liquid to be visible.
Here is an example of how Awkwafina could enhance the brand’s image: Posters featuring Awkwafina holding the whisky, accompanied by the phrase “Awkwafina Approved,” can be utilised to establish a strong association between her and the brand.
Envelopes designed to resemble traditional Chinese New Year envelopes have been created. These envelopes can serve as invitations for exclusive events or promotional materials during Awkwafina’s concerts. They can also be retained as collectibles, reinforcing brand recognition among consumers.
A guerrilla marketing concept involves distributing paper fortune cookies adorned with the brand logo on their shells. These cookies would be available in various shades of pink, with the brand’s social media handle printed on the fortune strip. The low cost and ease of production of these items make them an ideal advertising strategy.
