Relaunching a classic brand to market.

Beefeater came to us with a brief: to redefine the Beefeater brand world.

They were seen as the gin for the older generation, and they wanted to become more distinct and relevant to modern gin drinkers.

We knew our audience. They are young, urban and positive.They, more than any other generation, embrace the now, uniqueness and norm breakers — and they respect brands that confidently do the same thing. We didn't want to be a part of the hazy, imaginary worlds of gin brands. We wanted a change. It was time to ditch the imaginary and create a new normal in gin. 

Everything we make embraces the energy and diversity of urban life. 

We are Beefeater, the real London dry gin.

Inspired by the geometric shapes of urban London, and the long shadows of London's low sun, we created a bold, graphic pattern system for the new brand world.

Beefeater has always struggled with consistency across markets. By using singular global creatives, they ended up having mixed adoption rates by their markets. More advanced markets were pushing ahead while new or low awareness markets were reluctant to adopt new creatives as they were afraid to alienate their audiences. Our solution was to create a pattern system that would work as a sliding scale on brand education. Low awareness markets would use patterns with recognisable brand signifiers and eventually phase it out to more abstract patterns as the market grew.

Our identity expanded into a bold illustration style that would become the language of our digital and social content.