Internal branding development for Diageo, a global leader in alcoholic beverages. Diageo has an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. The internal branding guidelines were developed for a brand protection department that monitors and deals with the counterfeit goods.