Oxley Cold Disilled London Dry Gin New packaging concept 2005
The challenge to create a new packaging concept for Gin to reflect the innovative Cold Distillation process to communicate the handcrafted and rare nature of the Oxley Liquid was unique. The challenge to design packaging to express the core values of the brand through materials, stature and simplicity delivered thinking to create a clear English natural heritage and expression of freshness within the gin category.
The packaging was a culmination of the exploration of finishes and shapes to express the fresh use of ingredients in the cold distillation process. The packaging innovation using the galvanised bucket attached to the bottle to provide a distinct packaging point of difference with the label and glass engraving expressing the product provenance and ‘small batch’ distillation.
The wooden stopper is inset with the raised metal brand seal featuring the separation of the two halves of the traditional Anglo Saxon name Ox and Ley. The leather tag is added by hand to each bottle of this precious liquid. The overall effect is one of freshness, innovation and handcrafted luxury.
The Oxley Classic English Dry Gin packaging creates a unique positioning within the packaging of white spirits, drawing on many of the quality cues of luxury dark spirits, providing a strong link with the small batch distillation and communicating and re-enforcing luxury credentials. The technical innovation in the liquid is matched by the technical innovation in the packaging approach. The reflection of product innovation and quality through the Oxley packaging, print collateral and training tools deliver a high level of integrity to the target consumer.
