PIMM’S ➝ Brand extensions and activations to prolong the British Summer.

PIMM’S ➝ Brand extensions and activations to prolong the British Summer.

It can only take one rain filled summer to impact the entire years sales for Pimm’s.

After an already long term partnership with the historic British spirit, we were to create a number of new brand activations and products to inspire both new consumer interest and loyal followers alike.

With the Diageo team we built a strategy to preserve that distinct feeling of the British summer, but change the preset drinking occasion from the picnic blanket to the bar.

We created new flavour variants, produced elegantly disruptive packaging and conceived experiential activations and launches.

We developed brand assets in tandem to better showcase the brands heritage and quality. This included commissioning and collaborating with typeface designer Emma Williams to create a new bespoke Typeset inspired by the iconic letterforms of the original Pimm’s logo and analysis of historic branded materials.