Range Extension

Bombay Sapphire East is the first range extension of the Bombay Sapphire brand. The creation of a credible alternative recipe with the addition of Vietnamese black peppercorns and Thai lemongrass created a brighter crisper recipe perfect for gin and tonic. After several rounds of research the project was brought to Twelve to develop into a credible addition to Bombay Sapphire. The test launch took place in 2011.

The very specific challenge for Bombay Sapphire East was to communicate a clear key difference rather than an alternative to attract new consumers into the Bombay Sapphire Brand from other brands. Bombay Sapphire is so well known that the creation of an alternative using the iconic blue bottle would prove to be the biggest challenge alongside providing a clear product differentiator on shelf. The presentation of 12 botanicals while featuring two new additions was also to prove challenging.

The use of the symbol and the word for East provided a platform to explore simple design approaches, the most effective of which was the reversal of the colours to white on a dark blue background. With the addition of the East descriptor and symbol the different nature of Sapphire East was cleanly communicated.

The development of new side printings showing the location and taste additions provides essential education.