Lucas Bols, owner of the Galliano brand, wanted to revitalise the brand’s image using its classical Italian heritage to promote the relaunch of the original liqueur with its complex herbal flavours. The brand was repositioned around the idea of ‘Spirito Italiano.’ A brand story was developed that drew both on Galliano’s history and Italy’s distinctive sense of flair and style.
Photo credits: Paddy Sutton and David Brook
Illustration: Tony Freeman