Best Beverage Website

Diageo’s platform, The Bar, brought together premium spirit brands, but was a fragmented collection across markets, technology, and strategy. The rebrand positioned the entire portfolio from being brand-led to being occasion-led—becoming a bartender instead of a retailer. We created strong brand consistency for The Bar while still retaining flexibility for individual brands, resulting in a balanced system that harmonized consistency and customization. What emerged was a curated collection of 50+ ingredients and editorial expertise—no longer competing but mixing together for something greater.

Contributors:

Executive Creative Director:	Neil Cooper
Group Creative Director:	Jack Wade
Associate Creative Director:	Andrew Singleton
Designers:	Jade Hall, Jose Simon, Yuhao Chen
Copywriter:	Regina Eyite
UX Designer:	Louis Ralli
Search Team:	Darryl Zahorsky, Kelly Liu
Strategy:	Lachlan Williams, David Skerrett, Kieran Atha, Megana Mikuciauskaite
Client Partners:	Clare Hart, Jared Botha, Caitlin Fletcher, Charlotte Higginson
Client Team:	Megan Sirockman, Sophie Bass, Iola Killian, Saira Alexander, Gavin Ranton

CRITICAL MASS

Website: www.criticalmass.com

Location: Canada

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). We’re Critical Mass, but our friends call us CM. Please call us CM!