Hidden brand.
Higher awareness.

Yes, it’s true.

My team and I boosted Four Roses’ brand awareness by 31% by vandalizing the brand.

We knew their British target audience loved discovering hidden gems.
We also knew that the better a gem is hidden, the better it feels to discover.

So, we didn’t make the logo bigger.
We painted over it.

We never said, “Buy Four Roses!”
We said, “Don’t mention it.”

Because the fewer who know, the greater the discovery.