London – The Gourmand and Seek No Further don't have a lot in common. The former is a foodie magazine, while the latter is the luxury basics line from 1990s brand Fruit of the Loom. But together, they have created a cocktail mixology tutorial that embodies both of their brand identities perfectly.
The video, Four Fruit Cocktails, draws inspiration from the iconic Fruit of the Loom logo of four fruits – banana, apple, pear and orange – and turns them into summer cocktails. It is the type of tutorial you might normally find on The Gourmand. The art direction is perfect with a hint of cheekiness in the narration that also slyly keeps Seek No Further's brand identity in the background.
The video is an example of how The Convergence Economy can be translated into a simple, useful tutorial that is an expression of branding and useful for consumers of both brands.
For more on Seek No Further, read our Innovate profile.