Beefeater: London's Spirit

Three bottles of Beefeater gin in front of a light brick wall with illustrated botanicals behind them: a clear bottle of London Dry Gin in the center, a pink bottle of Pink Strawberry gin on the left with strawberry and flower illustrations, and an orange bottle of Blood Orange gin on the right with blood orange fruit illustrations.

A brand world for a
world of new flavours

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 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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