The project came about earlier this year through a conversation between Keen and Able creative director David Jenkins and G&J Greenall , the premium gin and vodka distillery which owns Bloom gin, during which they discussed a pairing with a bespoke tonic to create a pre-made premium gin and tonic brand.
Jenkins says, ‘Fentimans tonic is a like-minded brand. It’s botanically powered, and gin is botanical, so they’re perfectly partnered.’
The designs aim to unite the ‘delicate and floral’ qualities of Bloom gin and the ‘“Victoriana” look and feel of Fentimans’ iconic curved glass bottle’, according to Keen and Able.
The consultancy tweaked the Fentimans’ font and created a masthead to join the branding from the two brands. The labels use a metallic foil stock to give a ‘refreshing feel’, according to Jenkins.
He says, ‘Because Fentimans is very Victorian it has quite an eccentric feel. Bloom was always beautifully designed with the floral botanics all over the bottle, so we wanted to marry those two and weave in both branding styles so they’re both singing from the same design book, so to speak.’