Logos, Partnerships, Maximalism, Oh My!

By Lauren Juenger, Lead Designer

A resurgence in maximalism in 2022 was marked with people’s enthusiastic return to what life was like pre-pandemic. More time in the office; more time with friends; more time shopping, traveling, eating and drinking out– more more more! It’s no surprise, then, that brands visually followed suit in the form of “logo mania”, i.e. slapping your logo on products as much as possible.?

The last time we saw this maximalist branding trend boom was in the 80’s and 90’s when logos primarily signified status and luxury. Today, however, logos hold deeper meaning to the brands they represent. More than ever we’re seeing brands at all price points rise above simply selling products or only representing high costs (though? some still do), but rather an entire lifestyle, all signified with just the application of a logo.?

On par with this rising, “more-is-more” mentality, it would make sense that consumers are especially giving their attention and loyalty to brand collaborations. People want the brands that have been selling a lifestyle to tell them how to build upon that with other products. Brands aren’t complaining, as simply adding an ‘x’ between two logos not only expands their reach, but makes a big enough splash to garner earned media – allowing the collaboration itself to do a lot of the marketing heavy lifting.?

We’ve seen this first hand from our clients like Sipsmith and their Wimbledon partnership as well Bowmore and Aston Martin. But we’ve also seen the trend in other categories as well. Take a look at the recent North Face x Gucci partnership, who first collaborated in 2020 –

“While Gucci is a specialist in luxury, North Face is a specialist in adventure and if you can tap into both of those, then you’re using your specialism and your expertise to then reach a new audience in an interesting and dynamic way,” said Kantar brand strategy consultant, Tom Lees, in an interview with MarketingWeek

This fusion of cultures was simplified through the use of logo-heavy designs, relying on iconic elements of branding to sell the two different worlds as one. The result was loud, bold, almost chaotic…and it was a success.

So the question is, as we see this trend take a somewhat prolific turn, what does this mean for the drinks industry?

Fashion collaborations aren’t exactly unfamiliar territory for the drinks space. Let’s not forget when the 90’s saw fashion houses testing collaborations with various boozy partners a la Disaronno x Moschino limited edition bottles and Piper-Heidsieck x Louboutin with special glassware gift sets. Given the resurgence of this trend, we’re seeing collaborations break out beyond fashion and into other markets in two main ways.?

The first way is through two brand powerhouses joining forces (and consumer audiences) to create a super-product based on their similar foundations. Take for example the newly announced advancements in the partnership between The Macallan and Bentley Motors – each of individual merit known for their commitment to hand craftsmanship as premium UK brands.

In August, the pair announced their upcoming scotch creation, The Macallan Horizon. With it came the reveal of a groundbreaking new bottle design that took the industry standard of vertical bottles and turned it on its side…literally.?

Individually, the partnership affirmed credibility of Macallan’s premium nature and gave Bentley an opportunity to showcase their sustainability initiatives with the materials used to create the bottle. Together, it allowed both the opportunity to further express themselves as a lifestyle by venturing into seemingly unrelated territories. The combination with groundbreaking design decisions (inspired by Bentley’s motor design and materials) and using two big names made a splash.?

The second way brand collaborations evolved was by partnering with a public figure or organization of similar values but with a less obvious connection, allowing each brand to tap into each other's resources.

Throughout 2021 and 2022, Tanqueray Gin has had a high profile partnership with actor Stanley Tucci, aptly called Tucci & Ten: Open For Orders.?

Tucci found a spike in notoriety during the pandemic with the premier of his show Stanley Tucci: Searching for Italy on CNN. Tangentially, he rose in social media popularity, particularly after one post found him making a gin martini at home.

Enter Tanqueray, a brand founded in heritage, legacy and premium quality. Tucci made an unforeseen but well-matched partner following the success of a show based on similar foundations.

The partnership started with a series of virtual cocktail classes and kits featuring the refreshing world of Tanqueray as well as Tucci’s charming wit and name. Later, they released a series of ads to encourage social drinking back in bar settings in a similar film style to his hit tv series.

Both The Macallan x Bentley and Tucci & No. Ten examples demonstrate how? well-executed partnerships can achieve a range of marketing goals. This proves the key to successful maximalism is taking more care in selecting partners with shared values and aspirations, rooting the collaboration in strategy. That will allow for a viral moment through a credible voice that can lead to long-term success instead of a singular headline-grabbing moment, which should be the goal for any drinks brand looking to add an ‘x’ in-between their name and another.