Taste of the future (TOTF) is the name of Diageo’s Breakthrough innovation “sandbox ”, that allows a safe space to for rapid experimentation, Test and learn concepts, and bring the future to the way we build brands and develop the business internally and externally. It’s purpose is for new to world pilots that could be a product, services or experiences, to be tested independently yet connected to Diageo’s ecosystem & brand.  

The logo acts as the building blocks of innovation within Diageo. The ‘building blocks’ of innovation were developed to expresses flare, progress and a future-facing notion that is applied across the visual language and the brand world from standard graphic use to an animated ident, to experiential, AR etc. Depth and texture of the brand world was delivered through depth of field effects, camera shift techniques and a momentum that keeps Taste of the Future one step ahead at all times. 

Chorus created the logo from conception and developed the brand world including the brands colour palette, brand patterns, animated 3D assets and merchandise mock ups.