CONTEXT
For its 325th anniversary, Ketel One needed a simple, yet big, global idea to align with the brand’s new “It Has To Be Perfect” campaign and longstanding commitment to quality. GERTRUDE and Experiential & Architecture division RAYE led the design development of a one-of-a-kind modular bar system showcasing a narrative around 1) Ketel One’s 11 generations of heritage, 2) Dutch character, and 3) Obsessive attention to detail.
The experience viscerally communicated a clear and consistent brand story for on-premise activations by bringing to life an experience of superior branding, design, and craftsmanship.
WHAT WE DID
Strategy, Branding, and Structural Design
OUTCOME
RAYE conceived, designed, and handcrafted a modular bar structure capturing the brand’s exceptional heritage and superior attention to detail through a combination of materials, textures, and accents highlighting various aspects of Ketel One Vodka’s rich brand story. Warm white, handpainted wood was paired with shou-sugi ban (charred cedar) and copper details to reflect the original coal-fired copper still (Distilleerketel #1). To represent 11 generations of family bloodline, a detail of high-polished red piping traveled from the top of the backbar down to and wrapping around the front of the bar. The bar came together with finishing details including layered, laser cut metal Ketel One branded signs, branded etched shelves, etched copper plaques, lit bottle pedestals, and edison lighting.