Gin brand launches new identity

Gin brand Beefeater partnered with brand design agency Boundless Brand Design to re-launch its popular flavoured gins as part of a series of 2021 innovations that aim to solidify their position as leaders within the flavoured gin category.

The aim was to reinforce the gin brand’s contemporary design cues, while visually building on the bright and bold variants within its colourful range. Boundless brought the flavours to life with vibrant creative designs, which feature modernised elements such as intricate pink, orange and purple botanical illustrations printed and embossed on a new recyclable paper label. These replace 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.

“We employed high level craftsmanship to showcase the authenticity of the range, giving a solid foundation to build a more contemporary and authentic product story that truly reflects the fantastic quality of the liquid inside. Delivering against evolving consumer needs, this proposition now has increased standout, strongly showcasing naturality and refreshment,” says Hamish Shand, founder and creative director of Boundless Brand Design.

Beefeater re-launched its existing Pink Strawberry and Blood Orange, as well as introducing a new variant, Peach & Raspberry.