Berry Bros & Rudd No.3 London Dry Gin GOING AGAINST THE GRAIN OF QUIRKY GINS

The challenge:

Capitalize on the trend for premium spirits by creating the world’s finest premium gin brand, for the world’s oldest wine merchant.

The essence:

The past, perfected

Our thinking:

The premium spirits world is littered with quirky brands with curious back-stories. Most occupy an emotional space around pride, with many believing the quirkier the brand, the higher the status being signaled.

Inspired by the back parlour of Berry Bros’ 300 year old shop, we identified a type of status that goes against the grain of modern quirkiness, instead uniting a traditional institution’s secrets with the modern bar world. Our process engaged the talents of a gin technologist and leading barmen to create a Brand Story that challenged that category with a tale of real integrity – ‘The past, perfected’.

Named after the shop’s address, our packaging and digital activity brought the number three to the fore: gin made from three fruits and three spices, three classic cocktail recipes, and a bottle with a three-lobed parlour key set into the front face. Our packaging structure design involved creating a bespoke glass bottle and decorating it with the highest quality capsules, labels and ornaments sourced from a range of countries. The production involved bringing together a variety of print and production processes including finding a glue that would keep its strength when chilled.

Its Impact

In 4 years it became the 6th biggest global premium gin, winning multiple design awards.

Strategy

Brand & Business Insight
Consumer & Category Insight
Brand Positioning
Brand Architecture
Innovation Concepts
Brand Naming & T.O.V

Creative

Brand Identity
Structural Design
Packaging
Brand Activation & Website
Brand Film & Video
Brand Photography

Connect with us on Linkedin Like us on Facebook