The brief was a university group project in which we were tasked to create a whiskey brand centred around the American singer Lizzo.

Research showed that 37% of whiskey drinkers were female, yet there were no prominent examples of female lead brands within the industry, showing a gap in the market.

Bia is a Greek goddess of force and raw energy, often associated with physical strength and power. We carried this inspiration forward, infusing elements of the Greek goddess into our design concepts.