The existing Tanqueray pack has two expressions of brand, one for the Americas and one for the rest of the world, although both utilise the same bottle. This weakens the overall brand and causes confusion, especially with global duty free (GDF) consumers.

Diageo briefed packaging specialists Sedley Place to refresh the design of Tanqueray London Dry Gin, calling for an appraisal of the brand identity, both in terms of the physical packs and the graphic devices. The two aims were:

• To create a truly global pack to strengthen the Tanqueray brand
• To increase its premium status and emphasis without any increase in the unit cost.

Above all, the aim was to create a brand image with strong continuity.

The heritage of the brand and iconic bottle were key factors in the design development. Heritage cues such as a hand-drawn scripted logotype, pineapple crest, signature and seal (showing detail relating to the product's London origins) were all subject to detailed design development and crafting. The bottle shape has been redesigned to include the sharpening of all facets and tapering the body, thereby referencing the heritage of an elegant 'cocktail-shaker' bottle of the late 1940s.

"Whilst referencing the brand's rich past, the new pack has been designed to be contemporary and relevant to today's global market," says Head of Typography & Packaging, Gerry Barney. The new packaging will roll out in the UK from September/October 2009.

For further information, please contact Fiona Nash at: fiona.nash@sedley-place.co.uk.

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