Re-branding

Since 1991 there have been four major repackaging exercises on Bombay Sapphire; 1992 saw the new label format created with the addition of the botanicals on the side of the bottle; 1998 saw an improvement in the presentation of Queen Victoria and the brand logo including a new ilustration of the queen; 2003 saw the development of a new bottle shape and proportion across the range with minor label revisions; 2010 saw the introduction of a revised logo, the new linen texture to the label and additional marketing messages to improve the understanding of the brand story.

The most recent development improved the existing packaging, the logo, the pack copy and the printing processes to add more tactility and depth to the existing design. This exercise created a package that made Bombay Sapphire unique and to combine these items to create a pack with greater quality perception, more tactility and increased messaging delivering a higher level of important brand story communication enhanced by the creation of the linen texture on the label and the improved embossing features in the new logo.

Bombay Dry Gin, the creation of Allan Subin in the late 1950's, has moved from a new gin of its time to a traditional London Dry Gin as consumers were exposed to the modernisation of the category, lead by Bombay Sapphire in the late 1980's. Our challenge was to create new packaging from our previous 1998 design, using existing glass, to challenge other gins within its competitive set and provide new reasons for consumers to consider Bombay Dry Gin once again . Provide a cleaner label, aligned as closely as possible to Bombay Sapphire without losing the individualism of Bombay Dry Gin. To modernise without removing the essence of the original vision and to create new layers of discovery within the pack. Where possible to avoid an increase in cost of goods by utilising available glass, label shapes, production processes to ensure the brand remained competitive within the marketplace.