by First name Last name on 07/12/2011 | 2 Minute Read
"The Brompton Group and Diageo have taken a bold step to expand Mahiki from a celebrity nightclub in to a standalone brand of premium merchandise. Working with Diageo’s Design Manager, Steve Honour, Design Bridge was invited to create the launch design, which will develop as a limited series. Mahiki Coconut will feature in pop up events this summer and retail across establishments owned by the Brompton Group and Selfridges, where it was launched on the 21st June."
"Diageo’s brief challenged Design Bridge to treat the bottle as a canvas and transform the product in to a work of art with real impact on shelf. To capture Mahiki’s free-spirited personality we were inspired to explore it’s Tiki roots, which blend a cocktail of influences from Polynesian surf culture. We came up with a playful idea to dress up the bottle in a vintage Hawaiian shirt and personify the brand. To be authentic we scoured vintage shops in London for fabric to create right look and feel. The finished design connected so strongly to the personality of the brand, three routes were chosen to launch the product and give a choice of art back to the eclectic mix of people who visit the club.
A bespoke solution brought the Mahiki bottle to life. To create the feel of vintage fabric, we applied a matt varnish and featured pack information as shirt labels, hand-stitched seams emphasise the tailored finish. Detailed execution informs all elements of the design to emphasise the premium quality of the brand and lifestyle."