Martell_Blue Swift_content pages_03-03.j

Martell Blue Swift

Agency: CBA London


Establish creative principles that define a creative visual language and expression.


With creative principles, develop a brand look and feel that delivers the emotional and brand message of Blue Swift. 

Creative Principles

These four principles define the creative expression for the Blue Swift activation & articulate 'Unapologetic from every angle positioning'. These principles should be present in all applications.

Visual Expression

The graphic treatments utilise a style that evokes the campaign idea 'Unapologetic from every angle'.


It is represented this through: bold expression of the bottle, multi-dimensional, reflections, iconic depictions, multi-angled, urban city spaces, depth & layering and dynamic liquid.

Consumer engagement

Examples of consumer engagement concepts from retail spaces, social digital, bar and trade applications.