Inspired by the spirit and energy of its London heritage, Beefeater looked to re-launch its existing Pink Strawberry and Blood Orange flavours, as well as launch an NPD variant Peach & Raspberry. The new designs looked to reflect the level of authenticity, quality and passion that is delivered in the gins themselves.
Boundless Brand Design, Beefeater wanted to reinforce its current contemporary design cues, whilst visually building on the bright and bold variants within its colourful range. Looking to champion the brand’s quality, craft and premium cues, Boundless looked to bring to life the delicious flavours with thoughtful strategy and vibrant creative design, in line with the new Masterbrand positioning. The new range also needed to establish a fresh, natural and intricate look and feel for the range, creating a sense of modernity and appetite appeal.
The new designs feature modernised elements such as intricate botanical illustrations, beautifully printed and embossed on a new recyclable paper label, replacing the previous plastic labels driven by Beefeater’s new sustainability guidelines. With micro embossing in the background, a secondary label denoting the flavours, and special varnishes, the design achieves an elevated sense of craftsmanship and naturality.