Ahead of a series of high-profile collaborations with musicians and contemporary artists, a European spirits brand with roots in the avant-garde, late-night art world commissioned a study of how its territories show up in Germany today, and how that local read could inform its communication globally.
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It had already defined its brand space: perceptive, stylish, a little strange, and also elevated, fun and clever. I traced the cultural codes running through the German youth Zeitgeist and the ways the contemporary art scene metabolizes them.
Each of the brand's territories turned out to carry its own German accent, distinct from the way it plays in other markets, and that revealed the openings: where each territory could land in Germany, and how far the brand could take it.
The analysis became a localization platform that ladders up to the brand's global strategy, and a cultural validation of the artist collaborations the brand has since unveiled.