Bell’s Rebrand

CHALLENGE

Bell’s had become associated with an older, more traditional audience and a perception of being an entry-level whisky. The challenge was to change that perception and make the brand relevant to a younger, more progressive audience without losing the character that made it distinctive.

IDEA

For those who don’t follow the crowd.

We repositioned Bell’s around an unapologetic outsider mentality – celebrating rebels, renegades
and people who choose their own path. Rather than hiding the whisky’s rougher character, we made it part of the attitude.

STRATEGY

I led the strategic repositioning, brand voice and creative direction, developing a poetic, defiant
tone that could shape the entire brand world. The visual direction paired gritty black-and-white photography with eclectic typography, bold headlines and tattoo-inspired illustration to create a raw, disruptive aesthetic.

The thinking extended beyond identity into product concepts, flavour variants and cocktail culture, creating opportunities to make Bell’s feel more social, versatile and culturally relevant.

IMPACT
The work reframed how Bell’s could transition from a traditional whisky staple into a brand with attitude and a distinctive point of view. By connecting product character with a compelling cultural attitude, the rebrand created a platform designed to challenge perceptions and attract a new generation of drinkers.