Creating, naming and positioning Beefeater's new premium gin
brand for Pernod Ricard.
After our successful brand strategy and redesign for Beefeater
core gin, Pernod Ricard commissioned Master Distiller, Desmond
Payne, to create a new premium cocktail gin. Here was an altogether
richer, more glamorous product but it would need exceptional brand
charisma to turn heads in already overcrowded bars.
For the brand's personality and positioning, we looked to
London's and Beefeater's heritage and provenance. With the formula
20% history to 80% modern, we distilled the brand's essence into
'Daring London Glamour' and named it after its 24-hour botanical
processing and London's edgy 24-hour culture. Like London, our
bottle and label designs are rich in detail, full of hidden
treasures and unexpected turns. There are nods and winks to emblems
of London old and new, from keys and ravens to Savile Row and
gleaming gin palaces. Our brand guidelines carry the luxurious
underground London mood and imagery into every nook and cranny of
Beefeater 24's bar territory.