Diageo approached The Monkeys with a brief for advertising that encouraged people to use Diageo’s range of spirits when making homemade cocktails. Together we developed a solution that went beyond the realms of advertising and established a new e-commerce platform with cocktail making at its heart. Maud identified that for the average person cocktail making is intimidating and in the majority of cases when people are entertaining at home, they will choose wine or beer as a more safe and convenient option. Maud also discovered that despite the hesitancy towards cocktail making, there were over 1,000,000 cocktail related searches online every month and a complete absence of websites addressing the basic need for education and guidance. We took this opportunity and created the mixionary.com brand.
Linking directly through to Diageo spirits on the Dan Murphy online store, Mixionary was created with the purpose of demystifying the art of cocktail making. We designed iconography that broke down the process of cocktail making into 8 key stages and formed the basis of the brand’s visual identity. The website was built with search at its heart capturing the most commonly searched cocktails and ranking them in priority order.