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.