Beefeater: London's Spirit

We distilled 200 years of London heritage into a new ‘Spirit of London’ positioning and brought it to life in a new masterbrand world that keeps the brand’s British heritage and captures London as it is today. Every element nods to urban life. We used the ‘London brick’ as a distinctive asset (it’s an icon, after all), updated the typeface and colour palette, and created a new illustration style to modernise the

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brand. Distinctive icons and assets help it show up recognisably in dark markets and flex across new flavour launches. For each new flavour, we created a brand world rooted in the masterbrand, with full guidelines and a 360° toolkit that drives distinctiveness and consistency across markets, channels and touchpoints.

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