That’s the New York Way

Seagram’s Gin had long been positioned as “The American Gin”—a passive, old-fashioned territory that evoked deep America, steeped in traditional values. A space with little appeal and no real connection to the present, far removed from the modernity of its category.

The proposed strategy was to reposition the brand in a more specific territory: New York City, the home of its original headquarters. A city that naturally conveys values of contemporaneity, elegance and freedom. A city whose graphic legacy inspires a new, more recognisable, versatile and modern visual identity. All under a new claim: That’s the New York Way.

Over the course of four years, the brand evolved its narrative. First, strengthening its link with NYC and its iconography. Then, extending its experiences into the world of hotels. And finally, updating its discourse around the concept of freedom.