Tutssels mixes tonic for gins

Tutssels has designed a new identity for IDV’s Gin Group, which owns the Gilbey’s and Bombay Sapphire brands.

The new look features a set of five icons – a frog, a bee, a spark plug, a pepper, and a shell with a pearl – which have been designed to reflect the group’s “out on a limb and slightly daring image”, says Tutssels project designer David Pearman. “They were looking for something different, but also something that was happening,” he says.

The group carried out research within IDV to canvass opinion on how they were perceived. “Words like busy, open, approachable, full of energy and bright ideas came from the research and we worked with these to develop the icons,” says Pearman, who adds that the icons will change periodically.