White Oak Rebrand
Revamping Tradition: White Oak's Modern Makeover
Recognition: 4 ADDY Awards
White Oak undergoes a modern makeover, preserving tradition while embracing a dynamic new look for global appeal.
Services
Client
ANGOSTURA® White Oak
Year
2021
Role
Creative Director,
Lonsdale Saatchi & Saatchi
Challenge
White Oak recognised the need to update its bottle and logo to appeal to a changing audience and prepare for global expansion, balancing modernisation with maintaining familiarity for existing customers.
White Oak had been steadily gaining momentum and attracting new audiences, but its bottle and logo remained untouched. However, in 2021, the brand recognised the need to evolve its label and logo to better resonate with its evolving audience and to prepare for international expansion. The challenge lay in updating these iconic elements without alienating existing users who had grown accustomed to the familiar branding.
To address this challenge, White Oak adopted a phased approach to the evolution of its label and logo. The first stage focused on modernising the bottle design, cleaning up the fonts, and removing older elements like the traditional barrel. Despite these changes, the brand retained its distinctive rum glass and lime imagery, ensuring continuity and familiarity for existing customers. This initial phase aimed to lay the foundation for a more streamlined and versatile logo that could be easily applied to various mediums and marketing materials.
Goal
To bring the look and feel of the White Oak brand inline with the audience and momentum gained in previous years.
The ultimate goal of this evolution process is to transition to a font-only logo that embodies the essence of the White Oak brand while being adaptable to different contexts and visual styles. By modernising its label and logo, White Oak seeks to position itself as a contemporary and dynamic brand that is ready to compete on the global stage. This strategic initiative reflects the brand’s commitment to staying relevant and appealing to a diverse audience while preserving its rich heritage and tradition.
Result
The bold approach yielded remarkable results, propelling White Oak into new markets with a refreshed image and a compelling campaign.
The results of this evolution are yet to be fully realised, but initial feedback from consumers and industry experts was positive. By taking proactive steps to refresh its branding, White Oak is poised to capture the attention of new markets and cement its position as a leading rum brand, both locally and internationally.
