Knockout

Knockout is a London-based agency specialising in brand design for the drinks industry. Working both locally and globally for established brands and market challengers alike, Knockout likes to break down barriers on the way to striking design. With a team of drinks specialists wo are willing to move mountains to deliver awe-inspiring creativity for brands and for whom design is the constant endeavour to improve aesthetics, form and function to provide a more joyful experience. Notable works and clients include brand identity development and portfolio extension for Bombay Sapphire, brand creation for ZEO, brand redesign for Organics by Red Bull and a global rebranding for Breezer.

Interview with Knockout

Red Dot: To what extent do you think new technologies are changing design?
Knockout: Emerging technologies give designers new tools to project the brand’s story and create a more engaging experience. When you are the first to use a new technology, you are demonstrating leadership and innovation. It can possibly be transformative for the category, setting a new standard through improved functionality, sustainability or aesthetics. It can also be that element of magic that makes all the difference – something that the consumer doesn’t quite understand how it came about and is intrigued enough to engage more deeply with the brand. It’s important to keep your finger on the pulse of emerging technologies to know what is possible for the briefs that come across your desk, but it doesn’t end there. You also need to have the strategic and creative vision to recognise how they can be harnessed to amplify the brand’s message. To do this, you need to be brave – you need to believe in it when no one else does, and you need to be able to inspire that belief in the teams you are working with. This is again where collaboration comes into play. If you can get all stakeholders to share the same passion and vision, barriers can be unlocked, and magic can happen.

How would you define good communication design?
Branding is pure storytelling. In the spirits and drinks category, there are so many different aspects to communicate, from the heritage and provenance to the process and taste, to the purpose and passion of the people behind the brand. Design weaves all these elements together to create a brand story that consumers can buy into and believe in. Using craft, semiotics and technology, design creates a kind of magic that enriches the brand experience to deepen the bond with consumers.

What intention do you pursue with your award-winning work?
Monkey Shoulder is a premium blended malt Scotch whisky that is made for mixing. We were briefed to create a special edition that encourages and facilitates cocktail making at home. In addition, giving consumers an essential piece of barware, the final design creates an experience that is accessible, creative and fun.

Which three adjectives best describe your award-winning project?
Our design for this special edition of Monkey Shoulder is… innovative, precise and a whole lot of fun.

Please describe the concept of creativity against the background of your award-winning work.
Monkey Shoulder is a rule-breaking whisky brand, born to challenge conventions and change the way people think and drink whisky, with a focus on being a resource and inspiration for the bartending community. The lid of this innovative special edition doubles as a cocktail strainer, an essential piece of barware that will help consumers mix and enjoy Monkey Shoulder at home. Cleverly designed to fit any glass users have at home, the cocktail strainer created by Knockout is both functional and elegant with a touch of Monkey Shoulder playfulness.