On The Rocks
overview
Crafting Tradition, Distilling Excellence: India's Spirit for the World
research question
How might we position Indian single malt whiskey in the global market?
AIM
To create a distinctive Indian single malt whiskey that harmonizes traditional craftsmanship with global appeal, capturing the essence of Indian culture while satisfying the discerning palates of international consumers.
process
IDEO's design thinking model was vital for the project, offering a structured approach that aligned with the development of Indian single-malt whiskey. The process involved co-designing with the stakeholders through design sprints and workshops. Detailed research involving seminars with industry experts and customers was at the project's core.
Solution
The process revealed four concepts for Bacardi's positioning of Indian single-malt whiskey. The concepts were prototyped and further analysed by gathering feedback from the stakeholders.
Objectives
Define The
Research Methodology
Establish a systematic approach to gather insights, preferences, and market trends, guiding the development process of the Indian single malt whiskey.
Develop
Cultural Context
Craft a narrative that integrates Indian heritage and craftsmanship into the brand identity, ensuring resonance with diverse global audiences.
Co-Create
Design Concepts
Utilise iterative, collaborative workshops to ideate and refine design concepts, ensuring they reflect the essence of the Indian single malt whiskey while meeting international standards of quality and appeal.
Prototype
Validate design concepts through tangible prototypes, gathering feedback to iteratively refine and enhance the product, ensuring it meets the expectations and preferences of the target market.
Design Process
In our endeavour to create a distinctive Indian single-malt whiskey for the international market, our approach was rooted in a systematic and collaborative design process. We embarked on a journey unfolding in three pivotal phases: research and insights, the design sprint, and the prototype testing. Each phase was meticulously crafted to ensure a seamless progression towards our goal of developing a culturally resonant and globally appealing product.
Immersion Snapshot
As a design strategist, I organised and conducted comprehensive market research, consumer surveys, and expert interviews. This provided crucial insights into consumer preferences and market trends, guiding our product development strategy and ensuring alignment with target audience expectations.
Design Sprint
I facilitated iterative design sprints, collaborating with cross-functional teams to ideate and refine design concepts. By fostering creativity and innovation among brand representatives and designers, we captured the essence of Indian craftsmanship while meeting international quality standards. This collaborative approach streamlined decision-making and resulted in innovative design solutions that resonated with global audiences.
