"Diageoís Alexander & James"
Designer(s): Andy Thomas, Nick Pleydell-Pearce, Olli Breuer, United States
Category: , Professional
User's Profile : -
Alexander & James is a luxury online retail experience
and Diageoís first major direct-to-customer e-
commerce site. The website provides a luxury
experience for discerning shoppers online and is
dedicated to Diageoís 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 itís
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.
About the Designer/Company
No information has been provided