We were tasked with developing the strategy and positioning for the brand Red Bowler Blended Scotch Whisky. Brand keys, positioning, tagline “Hats On” a call to action. A brand of mystery, discovery & inclusion. “HATS ON!” being a play on the name Red Bowler and the saying “Hats off” and “Hands On” and “Put Your Drinking Hat On”. Updated branding, targeting a younger consumer and re-entering the market. Challenge is the brand name, so looked to create a story to engage the consumer.