Diageo has an outstanding collection of top shelf alcohol brands, including iconic household names in beer, spirits and wine. The brand needed to create a single entry point website that would expose the consumer to its vast holdings, become the top drink recipe destination, leveraging the emerging cocktail culture to drive site traffic and product sales.

My team has developed a lifestyle model approach, designing a how-to website that helps consumers unlock the mysteries of proper mixed-drink making and also acts as a point of purchase for all necessary branded ingredients. The site encourages users to register and provides personalized selections.

To create all visual elements for the website, I art directed a photoshoot of all key signature mixed drink recipes. 

Agency: Digitas
Client: Diageo
Role: Concepting, Art Direction, Design

Photographer: Darryl Peterson