Reimagining wines, spirits and gifts to forge deeper consumer bonds.


Magnum Spirits & Wines is one of Singapore's leading alcoholic drink distributors that wanted to reposition their online wine company to reinvigorate growth.


In an overcrowded market largely dominated by product orientated promotions, it was vital to revitalise the new brand with greater differentiation and relevance.


Based on our rigorous strategic process, we reimagined a whole new consumer-centric dynamic by placing occasions and emotions at the heart of the message rather than putting the focus on products first. Breaking from the traditionalist visual category language, we custom drew an iconic identity using the new name 75CL – an industry term for a typical measure of bottle size drink.

The result is a brand that exudes warmth, personality and a sense of discovery that signifies an invitation to join a new kind experience of delight and discovery. Since 75CL launch, it has been receiving glowing customer reviews as a brand with a difference.

Brand Research

Brand Strategy
Brand Identity System