Diageo Orijin
Category AnalysisConcept TestingUser Experience
Category Analysis
User Experience
Concept Testing
The Challenge
What’s up with masculinity and the use of herbs?
The Story
Herbs aren’t just healthy, they’re powerful. For men, they signal strength, control, and tradition reimagined.
The Outcome
Diageo created Orijin, the fastest growing brand in Diageo Nigeria’s history, a modern-day ritual. Rooted in tradition, alive in today’s world. The insight shaped packaging, comms and innovation strategy.