CLIENTE
LLYC
Grupo Varma
_Identidad visual
PROYECTO
A whisky that champions the right to experiment, to make mistakes, and to be free, encouraging you to go big every time and enjoy the journey along the way.
A LLYC project for Grupo Varma, developing the strategy and positioning for their new whisky brand, BoldCrew, a fresh take on whisky with a clear focus on Gen Z.
A whisky that breaks away from rules and formalities, inviting its audience to go big, to try, to be bolder, freer, more daring, and to trust their instincts.
The visual identity builds a brand that speaks with clarity and impact. A contemporary brand with unmistakable whisky heritage, challenging the category but remaining instantly recognizable.
The logo captures the spirit of the brand: BOLD uses an extra-condensed typeface that creates a strong, solid block, serving as the foundation for CREW — rendered in a calligraphic typeface in a vibrant orange. This combination creates a powerful visual and chromatic contrast, reinforcing the idea of a brand that breaks away from the conventions of its category and encourages people to take risks and try new things.
The bottle, designed exclusively for the brand, is slim with low shoulders. Its tilted label reflects the brand’s sense of imperfection and free spirit. This label showcases the intentional contrasts in the design, through color, scale, and typography, combining three different typefaces that enrich the visual system.
To emphasize the idea of the tilted label, the bottle features an accompanying embossed detail that highlights this distinctive quirk. At the bottom, another embossed element reads “Since Now” a playful twist on traditional whisky heritage that turns the brand’s newness into a virtue.
The visual system is built around a simple color palette: a sand tone that consistently tints the backgrounds and evokes the whisky universe, black as the primary color, shaping a system inspired by brutalism and an intense orange used as an accent for highlights and key elements.
The same type family used in the logo is applied to the main headlines, creating direct, bold messages for a brand that speaks clearly and without hesitation.
