This is Knot Whiskey

As a group, brand a whisky that flips the stereotype to typical whisky drinking. Visualise how this brand would be carried out and endorsed by a celebrity.

The celebrity chosen for this project was Chinese/ American rapper & actress Awkwafina. She is known to bring both American and Chinese culture into her art which will be the branding for our whisky. For this reason, the whisky is spelt as the American version Whiskey than the Scottish Whisky and will be launched first in America.

The name chosen for our whisky brand is This is Knot Whiskey. The reasoning behind this was keeping up with the traditional view of Chinese whisky having luck charms as part of its packaging. Knot is a good-luck charm seen to ward off bad spirits. This paired with the brand is both lucky and humorous with word play This is not whiskey.

Research also suggested red being a very lucky colour when branding whisky. In order for this to suit a younger generation and flip the stereotype of typical whisky drinking we used pink, a colour also considered lucky different enough to attract on a shelf.