Hand drawn, coloured by life

Brand audit, brand world, pack, playbook, global consultancy.




The challenge

Black & White is a much loved, accessible Scotch whisky, popular in India, South America and Africa.

It had become disparate globally as market took differing interpretation on the look and feel of the brand. And, it was losing share to other accessible whiskey brands due to a lack of differentiation.

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Our approach

We carried out a global audit, out of which we were able to create a revised brand positioning. We took inspiration from the guiding idea of James Buchanan's drawing room, and brought this to life through a brand world designed to deliver on occasion as well as flavour. This was crafted with a bespoke illustration style, delivered by our in-house team. We went on to create full global guidelines, as well as multiple packs & a limited edition. We also created key visuals and provided longer-term comms consultancy for the brand.

The result

A hugely distinctive whisky that stands out from the crowd while retaining its accessible status. Our guidelines are easy for local teams to implement; and the global markets have responded with universal uptake.

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“Bloom delivers both complex strategic work and very strong creativity which help solve the business problems we shared with them. They get stuff done, and done brilliantly.”

James Thompson


“Bloom are the best agency I have met at leading design thinking.”

Jeremy Lindley

Global Design Director, Diageo

“We were seeking to transform our identity. Bloom’s impressive work, in terms of strategic thinking and creative ideas, presented us with exactly what we were looking for quickly and collaboratively.”

Scott Lloyd

Scott Lloyd, CEO, LTA

“If you have a project where brand and strategic thinking are critical to its success, Bloom is a great partner.”

Eduardo Burg

Brand Director, Danone

“Bloom have great strategic thinkers who cut to the heart of business problems coupled with some real flair and high level creativity. They have helped us to be brave and take great strides on our brands to cut through in a crowded marketplace to grow our business.”

Nick Robinson

Managing Director Brands & CMO, Kerry Foods

“I have worked with Bloom for over 7 years and know them to be a highly agile, strategic and creative design partner who always deliver work of the highest quality.”

David Gates

Managing Director Diageo Futures, Diageo

Also see

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