Jura Taxonomy of Taste

Whisky lore is filled with stereotypes of old men and crystal cut glass. Jura wanted to change all that. To make it much more light-hearted, and different. We wanted to appeal to savvy rule breakers. Those in touch with cultural trends. The tastemakers. So we set about democratising whisky with our Taxonomy of Taste: A tasting room with a difference where whatever description you have goes. So instead of notes like “peaty”, we encouraged people to think about flavours they know like “chocolate”, “BBQ ribs” or even “Fire”! We took it to Tastival, Jura’s Whisky event where Miss Cakehead “planted” the flavours people came up with in a living art installation. The campaign ran across on and off-trade outlets, travel retail and on the website you could submit your own notes.

Client: Jura
Studio: Leo Burnett
Role: Creative Director

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