After our successful brand strategy and redesign for Beefeater core gin, Pernod Ricard commissioned Master Distiller, Desmond Payne, to create a new premium cocktail gin. Here was an altogether richer, more glamorous product but it would need exceptional brand charisma to turn heads in already overcrowded bars.
For the brand's personality and positioning, we looked to London's and Beefeater's heritage and provenance. With the formula 20% history to 80% modern, we distilled the brand's essence into 'Daring London Glamour' and named it after its 24-hour botanical processing and London's edgy 24-hour culture. Like London, our bottle and label designs are rich in detail, full of hidden treasures and unexpected turns. There are nods and winks to emblems of London old and new, from keys and ravens to Savile Row and gleaming gin palaces. Our brand guidelines carry the luxurious underground London mood and imagery into every nook and cranny of Beefeater 24's bar territory.