Specializing in liquor and spirits, Dailyshot grew rapidly during the pandemic and topped the rank in the smart order commerce sector. With the endemic, BAT set tasks to reboot Dailyshot as a leading O2O platform and streamline overall customer experience. With the concept around "sense of freedom throughout everyday life," BAT established the identity to evolve Dailyshot into a brand for consuming alcohol in the realm of culture, as well as delicacy.
Dailyshot
Turning Alcohol Consumption into the Act of Lifestyle
The pandemic brought major changes to modern life, driving an unprecedented boom in the alcohol industry. Amid this surge, Dailyshot secured additional investment and experienced rapid growth. With a sharp increase in partner stores, over 400,000 app downloads, and a high satisfaction rating of 4.6, it became the leading smart order commerce brand. As the market shifted with the endemic era, Dailyshot faced a new challenge, requiring a fresh approach. This project focused on redefining its position as a leader in the alcohol O2O platform industry and enhancing the customer experience across online and offline touchpoints.
Challenge
New Market Standards with a Fresh Perspective
The traditional way of purchasing alcohol was inefficient—customers had to visit stores, and prices varied by retailer, creating a lack of transparency. Dailyshot sought to revolutionize this outdated experience. While it grew by offering convenience, that advantage was no longer enough. As fast delivery and broad selection became industry standards, Dailyshot lost differentiation, slowing its growth.
Our Approach and Solution
The Emergence of Alcohol Platform that Doesn’t Sell Alcohol
As the industry focused on efficiency—offering more SKUs, greater accessibility, and faster delivery—it became crucial to redefine market standards from a fresh perspective. While competitors improved technical performance, BAT focused on the psychology of Dailyshot users.
Through brand analysis, we recognized alcohol as a vast cultural category and shifted our attention to the people who enjoy it. A key insight emerged: the fundamental reason people seek alcohol is to experience a sense of liberation in their own way. This led us to establish "everyday liberation" as the core brand concept. Rather than just an alcohol marketplace, Dailyshot was positioned as a brand that delivers a sense of freedom, expanding its meaning and potential.
The Beginning of Enjoying Alcohol as a Culture
BAT redefined Dailyshot as a brand that goes beyond gastronomy, embracing taste and culture in alcohol consumption. While initially focusing on functional benefits, the long-term strategy positioned Dailyshot as a lifestyle brand—curating music, food pairings, and moods that complement alcohol. BAT defined Dailyshot’s purpose as a brand that brings daily anticipation, offering moments of personal enjoyment beyond a monotonous routine. Its mission became "creating an everyday worth looking forward to." Additionally, the brand adopted the personality of a "Taste Setter" (Taste + Trend Setter), guiding users to explore diverse drinking experiences and discover their unique preferences.
Cheers, My Life🥂: Dailyshot's Playful Voice that Eases the Day's Tension
We live in an era where deeper, more refined recommendations are valued. But must wine and whiskey always be enjoyed in such a serious way? Questioning this notion, we aimed to create a brand that embraces a lighter, more effortless approach. From the perspective of those who drink to feel a sense of everyday liberation, Dailyshot adopted a new voice—Clear, Casual, Trustworthy, and Witty. These four traits shaped its identity, making alcohol more approachable and enjoyable. Additionally, we tailored the brand’s tone of voice across different touchpoints, ensuring a distinct and cohesive linguistic identity throughout the customer experience.
Imagine with Five Senses: Tasting Liberation with the Eyes First
Sometimes, too many choices can hinder decision-making. Previously, most alcohol platforms, including Dailyshot, simply displayed a wide variety of products, which diluted the unique qualities of each item. Recognizing the need for a fresh approach, we focused on highlighting the individuality and characteristics of each product. Rather than just presenting static images, we created immersive experiences that showcased the situations in which the products could be enjoyed, providing users with a more engaging, multidimensional perspective. Additionally, we designed brand experiences that maximize the appeal of the products, ensuring Dailyshot users feel an irresistible attraction to the offerings.
To achieve this, BAT created an immersive experience that stimulates the imagination, making it easy for users to associate alcohol and food flavors, feel liberated from everyday life, and naturally envision enjoying alcohol. The use of "liberation glow" and food macros subtly captures the feeling of drinking desired alcohol, while creating visually enticing effects that whet the appetite. Additionally, the motion of liquid bubbles flowing from the bottle evokes a sense of liberation from the space, while simultaneously stimulating the desire to drink right away. These changes led to a shift in the brand’s expression, offering a fresh and engaging experience.
Drink, People, Life: The Infinite Expansion of Tastes
Dailyshot delivers its message in a subtle yet clever way, using a presentation style composed of sequences featuring alcohol, food pairings, and mood, allowing users to enjoy a more dynamic alcohol experience. To achieve this, we introduced the concept of a "square box" as a minimal visual unit, which represents the various elements of enjoyment—alcohol, food, situation, music, and more. These square boxes overlap and expand, symbolizing the evolution of a person’s taste journey and offering a fun, free-spirited vibe. The newly designed, rich visual language of Dailyshot invites users into moments of liberation, creating a more immersive and enjoyable experience.
Conclusion
Alcohol O2O Platform Offering Personalized Liberation
As the endemic era becomes more distinct, Dailyshot has transformed from a simple alcohol platform into a brand that suggests a lifestyle, expanding into the realms of taste and culture. With a clearer identity, it has established a competitive edge, differentiating itself from competitors. Since the rebranding, Dailyshot has steadily increased its MAU (monthly active users) and the number of partner stores, while boosting the consumer transaction index and average transaction value by approximately 30% compared to the previous year. It continues to grow as a leading brand in the alcohol O2O platform industry.
Client / Dailyshot
Photography / Inae Lee
