Beefeater Inside London: A celebration of London's momentous year

Agency: Coley Porter Bell
Client: Pernod Ricard - Chivas Brothers
Brand: Beefeater Inside London
Category: Packaging: Branded drink

Executive summary

Beefeater London Dry Gin is the number one premium gin in the world and is the only international brand to be distilled in the UK capital. Having made London its home since it was first created in the 1860s, Beefeater is positioned as the authentic London gin.

With the eyes of the world on London in 2012, Beefeater wanted to launch a limited edition bottle for Beefeater London Dry Gin. It had to capture the energy, vibrancy and diversity that abounds in London, whilst helping the brand be seen as relevant, contemporary and innovative - the perfect London souvenir from such a momentous year.

The design idea was based on the simple insight that Brits and Londoners can appear aloof from the outside, but once you dig beneath the surface they are full of surprises and contrasts.