- Brand Identity
- Portfolio Architecture
Leroux is a storied brand with more than a century of history. Crafted to celebrate extraordinary flavor, Leroux offers a wide variety of products making it a perfect accompaniment to every occasion and adventure. Sipped, shot or savored, it’s a great way to celebrate all that life offers. Over the years, the brand became fragmented, losing its presence and credibility on shelf. Our charge was to strengthen Leroux’s brand expression and reputation for innovative products.
Cause for Celebration
Leroux’s new brand expression honors equity of the past while adding credibility to the portfolio. The new Identity adds refinement with filigree and brand iconography, and the packaging system features illustrative flavor cues to elevate its repertoire of home bar options.
A Consummate Host
Much of the brand’s equity is rooted in the its Jezynowka Polish Blackberry Brandy, featuring a jolly Polish character, and accompanied by language touting its heritage: “Made specially to the Polish taste.”
We elevated the Polish character’s role as spokesperson for the brand, named him “Jez,” and gave him a unique personality. Jez is an everyman, the consummate host, always ready to celebrate with a knowing wink.
Extending the Brand System
The identity system was developed to accommodate a wide range of brand expressions, on premise and off, on primary and secondary packaging, in social media and other applications. With new tools to activate, the brand is able to more fully engage consumers, encouraging them to be curious, experiment with new cocktails, and celebrate life.