The composite bottle image reveals a striding Beefeater yeoman, who appears to materialise from the photographs.
The consultancy, which worked on a different limited edition bottle for Beefeater last year, says it was tasked with creating a bottle showing creativity, personal freedom, and ‘exciting twists on the expected’.
A My London campaign encouraged consumers to upload photographs to the Beefeater website showing what London means to them personally.
From more then 1000 images Coley Porter Bell created a shrink sleeve of 2200 new images, using each as a pixel.
A QR code on the bottle takes consumers to this ‘making of’ video, which also leads to a microsite of all the original images used.
The design has been developed to emphasise Beefeater’s position as ‘the authentic London gin’, according to Coley Porter Bell, which adds, ‘The hundreds of images in the sleeve design demonstrate very clearly that London means different things to different people.’
The new bottle launches this month in more then 25 countries globally and will have a significant presence at travel retail outlets.