IDA 2024 NOW OPEN -- Early Bird Deadline May 30, 2024
Share on Social Media
Diageo’s Alexander & James, Huge | International Design Awards Winners
Diageo’s Alexander & James, Huge | International Design Awards Winners
Diageo’s Alexander & James, Huge | International Design Awards Winners
Diageo’s Alexander & James, Huge | International Design Awards Winners

Diageo’s Alexander & James

CompanyHuge
Lead DesignersAndy Thomas
ClientAndy Thomas
Prize(s)Honorable Mention
Project LinkView
Entry Description

Alexander & James is a luxury online retail experience
and Diageo’s first major direct-to-customer e-
commerce site. The website provides a luxury
experience for discerning shoppers online and is
dedicated to Diageo’s collection of Reserve brands.
After identifying a gap in the market, Huge worked
with Diageo to create an entire brand from scratch,
one for those who enjoy the world of fine spirits but
find it intimidating. Huge worked with Diageo to
design and develop the Alexander & James concept,
branding, website, and the premium packaging. Huge
examined every detail of the consumer journey and
where we could add touches to make the experience
as luxurious as possible. The colors and fonts feel
modern yet luxurious, and the images are purposefully
larger than most ecommerce experiences in the spirits
category. A seamless ecommerce experience is more
or less a hygiene factor today, but we took it a stage
further. First, we created the most beautiful product
page in the category. By presenting the spirit as it’s
poured in slow motion, we brought the product to life
in a totally new way. We then developed content that
inspired consumers to explore before they transact.
Alexander & James offers Diageo a unique opportunity
to get very close to its audience. The site has been live
for ten months and results are on an upward trend.
Sales from July 2013 are 10 times that of launch in Jan
2013. The concept has already rolled out to Germany,
with Spain following in Q1 2014.