Design Bridge and Diageo have worked together on the new packaging design for Gordon’s gin, almost 15 years after the consultancy previously redesigned the gin brand’s bottle.
Design Bridge’s brief was to respond to the huge boom in interest in gin over the last few years, and “reassert Gordon’s position as the top selling gin brand”, according to chief creative officer at Design Bridge, Graham Shearsby.
“We saw it as an opportunity to guide the packaging onto the next part of its journey,” says Shearsby. “It’s always been quite a functional bottle, part of what we tried to do was bring more life to it.”
Taller, slimmer bottle
The new bottle is slightly slimmer and taller than previously, while the label has been applied to the D-shaped curved side of the bottle instead of the flat side like before.
“It was to get a bit more movement across the front label,” says Shearsby. “The bottle was a little bit too flat on the front, so this way it projects itself and will stand out on the shelf.”
Inspired by a trip to the brand’s archives, which revealed an old advertising campaign with the tagline “the heart of a good cocktail”, along with heart-shaped labels from 1920s bottles, the heart symbol has become the focal point of the new design.
Hand drawn wordmark
The glass bottle itself has a heart shape with “botanical flourishes” embossed onto it, encircling the words “Estd. London 1769”.
Meanwhile, the Gordon’s wordmark on the label has been redrawn by hand, and the brand’s original boar logo has been made more visible, moving from the bottom to the front of the bottle.
The new design has also been introduced to Gordon’s collection of flavoured gins, sloe, elderflower and cucumber, and to Gordon’s Export gin. The newly designed packaging will roll out globally this month.