NB Studio creates new look for Beefeater gin
NB Studio has created a new look and feel for Beefeater Dry gin, based around a Union Flag motif.
The consultancy was briefed to create an identity that would appeal to international consumers and set Beefeater Dry apart from new range Beefeater 24.
NB Studio account director Anouska Rodda says, ‘We wanted to reinforce the brand’s London positioning, particularly with the current media spotlight on London.
‘We needed to step out of the UK consumer mindset and think about what would appeal to a consumer in Russia or the Far East for example.’
The branding is based around a bespoke Union Flag, which has been based on the cut of the Beefeater typeface. The Beefeater logo has been retained and is ‘a prominent part of the new look’ according to NB Studio.
Rodda says, ‘Initially our creative team might have felt a little hesitant about using a Union Flag, but for the international consumer the Union Flag is very much a symbol of London.
‘In a way the Diamond Jubilee and the Olympics have been a bit of a blessing for us as the Union Flag has had a bit of a revival.’
The new branding is set to roll out internationally and will be used in applications such as duty-free and retail.
NB Studio was appointed to the work around three months ago on the back of previous work for Beefeater brand owner Pernod Ricard.
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When will you fix your bottle so the pourer stays in position so it functions. Now it pops out and stays on the cap.
Firstly; interestingly for a drinks brand, of all the examples of the ‘new brand’ there’s no shoe if the actual bottle. Secondly; is that a really flimsy excuse for bad design? ‘Beefeater Gin’ could literally be replaced for anything!