Beefeater Black - The Master's Choice Distilled in London Packaging Design

Boundless Brand Design have collaborated with long time partners Beefeater Gin Distillery, to launch an exciting new product into Spanish bars and shelves - Beefeater Black. Beefeater is the leading brand in the Spanish market, however growth was showing signs of deacceleration in 2022. The challenge therefore was to reinstate the brand's iconic status by strengthening consumer relevance and cool-factor to attract new consumers to the brand, as well as driving quality and premiumness and on-trade dominance. The objective was to target Beefeater's "Urban Explorers" with an elevated version of the iconic London Dry Gin to complete against Tanqueray at a slightly higher price point (without tapping into the ultra premium/prestige segment”. The new proposition needed to work within the confines of the existing bottle structure, and retain Beefeater’s key brand assets – it’s wordmark and Yeoman. Product naming, label size and design, bottle/glass finishes were to be developed to create this premiumised offering. Boundless tapped into a creative idea anchored in the brand’s London roots “A legacy of London Legends”. Like our home city of London, our heritage is shaped by people. From our founder James Burrough, to Desmond Payne’s guardianship of the Beefeater vision; Centuries of passion, skill and drive to push the boundaries of gin. To honour this level of mastery, we introduce Beefeater Black, The Master’s Choice. The unrivalled greatness of our Original London Dry Gin, with an expertly measured dose of lemon verbena and thyme. A proud result of our home distillery’s finest experimentation; A gin that could only be created by generations of legendary distillers. From a design perspective, we created a striking black and gold colour palette serving to immediately premiumise this new design, while retaining Beefeaters iconic equities. Botanical illustrations surround the Yeoman, framed with “The Master’s Choice Distilled in London” to bestow an impression of crafted abundance, while a subtle concentric circle pattern is varnished and embossed into the label for a tactile and contemporary finish. The bottle itself has a frosted glass finish to elegantly frame the proposition of class and sophistication, and successfully elevating it from The London Dry Gin.