Plymouth Gin : Returning to its roots

Agency: Design Bridge
Client: Pernod Ricard
Brand: Plymouth Gin
Category: Packaging: Branded drink

Executive summary

Plymouth Gin is a unique, premium quality gin made in Plymouth, since 1793. The favourite gin of everyone from the Royal Navy to Winston Churchill, and believed to be the gin that led to the invention of the martini, industry experts have called it the world's number one white spirit.

Over the past decade, however, Plymouth found itself up against increasingly stiff competition from the growing number of premium and artisan gins and risked delisting. Pernod Ricard felt that Plymouth's rich story and high quality was not being communicated by its then undifferentiated art deco styling, and asked us to create a pack that would reassert the brand's heritage, safeguard its reputation and boost its market position from middle-of-the-road to super-premium.