Challenge:
Signature was facing stagnancy in the prestige whiskey category. 
While other players were making cosmetic changes to be more relevant to the youth, Signature wanted to do more. 

Insight:  
For years, whiskey was sold as one of the luxuries of life. 
However, the youth today cared alot about giving back to nature as well. 

Idea:
Signature found its space. 
And turned its green brand colour into its philosophy. 
Embracing a world that was one with nature. From joining hands with those who shared their values to crafting their very own festival "Signature Green Vibes", the brand left no stone unturned to bring to life their new promise.