The Jewel in the Crown
CLIENT
Pernod Ricard - Beefeater Gin
TYPE OF CLIENT
London Dry Gin
SERVICES
Structure & Label Redesign
BRIEF
We were tasked to restage Beefeater Crown Jewel, the pinnacle of the Beefeater portfolio, to secure its place in the growing premium+ gin category and reintroduce this bartender-revered gin to market.
THE BIG IDEA
Inspired by the jewels held in the Tower of London (Beefeater’s spiritual home), our modern re-imagining of a rare gem embodies Beefeater's timeless spirit.
RESULT
Our striking, decanter-style bottle is a glistening gem that seamlessly integrates the iconic Beefeater London Brick, while an ornate label design captures each botanical from the distillation process, with a raven carrying the sovereign's orb at the centre, a detail taken from the archived crown jewel design. The result, Beefeater's most guarded gem is now reborn into a modern icon.
Crown Jewel relaunched in 15+ global markets, across luxury on-trade and luxury retail.
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Get in touch at hello@theboundless.co.uk