OUR TEAM
Jonny Gray
Jonny Gray is a senior brand strategist and storyteller with over a decade of national and global experience translating brand vision into commercial reality, alongside more than 15 years leading hospitality venues across three continents.
He combines expertise in communications, leadership and business strategy with a deep passion for narrative, education and bringing brands and ideas to life.
Formally trained in strategic narrative and communications, Jonny approaches brand building through the lens of clear, compelling messaging that resonates with audiences and translates effectively into market presence. He is also an experienced wine and spirits lecturer and a WSET Level 3 in Spirits certified professional, bringing strong technical understanding of the category to his work across strategy, advocacy and activation.
His work focuses on helping organisations clarify their story, activate culture-led go-to-market strategies and equip teams to deliver consistent, human brand experiences at scale. Jonny brings agency-ready strengths: client-facing leadership, pitching and briefing, collaborative problem-solving, and the ability to translate foundational strategy into practical, repeatable systems across global markets.
Founder, Strategic LeadBones Branding
Creative & DesignBones Branding is Iconic Spirits’ in-house creative studio and independent agency, translating brand strategy into visual and experiential reality.
With over a decade in design agencies and another designing for global spirits brands, Bones ensures every touchpoint - from tasting mats and POS to digital campaigns, events, playbooks, and internal tools - delivers in style, consistency, and impact.
Supporting brand strategy, advocacy programs, market growth, training, and advisory partnerships, Bones Branding brings agency-level creativity and craft to every Iconic Spirits project - helping brands and teams shine wherever they show up.
