Packaging. Branded Drink

Beefeater Dry Gin is the number one premium gin in the world, and the only international gin brand distilled in London. With all eyes on the UK’s capital in 2012 for the Olympics, the brand wanted to create a limited edition bottle that made the perfect commemorative souvenir.

Twinings’ wide portfolio of quality infusion tea blends felt confusing and seemed to recede on shelves. The brand needed fresh design to clarify the different ranges and reaffirm their premium position in the market.

Restructuring of the brand’s portfolio was carried out by BrandOpus, transforming the fragmented Infusions range of more than 40 products into one that was easy to navigate. A simpler, more impactful pack style visually segmented the teas by colour as well as naming, and gave Twinings a more relevant premium look.

Elmwood were brought in by gin brand Sacred to deliver their aspirations of expansion, but they arrived to find half of the work already done. Microbrewer Ian Hart had created a truly extraordinary gin – the only problem was introducing it into the luxury market.

To inject a bit of charisma into this artisan spirit, Elmwood took to exploring the scenery of Highgate, birthplace of Sacred. With an emblem displaying the village’s cemetery gates, and typography reflecting the biblical undertones of the brand story, Sacred re-entered the spirits circuit with an almighty presence.

In 2011, Highland Spring accounted for 10% of the UK’s bottled water market overall. The brand was struggling to fend off competition from Evian and Volvic, and suffered from being consistently outspent on marketing year-on-year. Base sales were also in decline, as consumers traded down to supermarket own-label waters and budget brands.

With sales as low as one unit per week, Twinings found themselves in peril of losing their place in the loose-leaf tea market. The Whole Leaf Silky Pyramids were thus born to replace the struggling Tea Deli range, and BrandOpus received the challenge of injecting vitality into the range.

Combining the luxurious personality of the Twinings brand with a striking organic colour palette, BrandOpus proposed a range of quirky and refreshing packaging designs. These designs have since allowed Twinings to infiltrate every sector of the market – from supermarket shelves to swanky hotels.

Keen to build on its reputation for innovative tea blends, Twinings recruited BrandOpus to design seven new Twinings Green Tea variants that would cement its leadership position in the Green Tea category. The designs were to be confident and modern, appealing to both established Twinings’ fans and new customers.

Okell’s Brewery was established on the Isle of Man in 1850, but the identities of the individual ales were developed individually - with no thought on brand. This resulted in a collection of outdated, ‘homespun’ badges that only appealed to real ale specialists. The brand also needed to increase their relevance to a younger audience of drinkers without alienating the existing older customer base.

Shepherd Neame wanted to tap into authentic British history during their Glorious 2012 campaign for their flagship ale brand, Spitfire. They wanted to encourage gifting and collectability, to recruit younger drinkers from ages 20-50 and increase volume growth of the brand by at least 15%. Shepherd Neame wanted to create a legacy for the brand.

Michael Butcher and Phil Palmer started the Two Cocks Brewery at the end of 2011, and wanted to raise awareness of the brand among traders and consumers. The business objectives were to generate bottle sales of at least 20 cases per month and to minimise labelling costs. The Two Cocks Brewery wanted to limit production to enable them to retain 100% autonomy and remain a micro-brewery.

Angostura approached Good with a somewhat oxymoronic task – to modernise their 1919 brand. Their staple super-premium rum had been underperforming next to other products in the Angostura portfolio. This was due to high manufacturing costs, a dated packaging design, and their inconsistency with the rest of the Angostura brand.