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Diageo dan Design Bridge Rebranding Desain Botol dan Logo Gordon Gin

Tinuku ~ Diageo mengungkap desain kemasan baru Gordon Gin. Studio Design Bridge melengkapi botol dry gin Gordon dengan grafir timbul berbentuk hati ke permukaan kaca dan redesain wordmark pada label.

Konsultan Design Bridge dan manufakturer Diageo bekerja sama rebranding pada desain kemasan baru untuk gin Gordon yang selama ini telah dipakai setelah konsultan sebelumnya mendesain yang terakhir hampir 15 tahun lalu sambil tetap menjaga warisan merek.

Botol baru lebih ramping dan lebih tinggi dari sebelumnya, sementara label diterapkan ke sisi melengkung berbentuk D pada botol yang sebelumnya datar. Diageo menanggapi ledakan besar minat gin selama beberapa tahun terakhir dan menegaskan kembali posisi Gordon sebagai top selling merek gin.

Diageo dan Design Bridge Rebranding Desain Botol dan Logo Gordon Gin

Botol juga pertama kalinya menyertakan tanda tangan pendiri Alexander Gordon. Desain botol baru juga didukung investasi pemasaran £3.6 juta bertujuan menetapkan kesadaran baru konsumen terhadap identitas merek.

"Kami melihatnya sebagai sebuah kesempatan untuk memandu kemasan ke langkah selanjutnya dari perjalanannya. Botol cukup fungsional, bagian dari apa yang kita lakukan adalah membawa nilai lebih," kata Graham Shearsby, kepala kreatif Design Bridge.

"Meraih sedikit lebih banyak gerakan di label depan. Botol terlalu datar di bagian depan, sehingga proyek ini sendiri membuat menonjol di rak," kata Shearsby.

Terinspirasi oleh perjalanan arsip sejarah merek yang mengungkap kampanye iklan lama dengan tagline "the heart of a good cocktail" bersama dengan label berbentuk hati dari botol 1920 sehingga simbol hati telah menjadi titik fokus desain baru.

Diageo dan Design Bridge Rebranding Desain Botol dan Logo Gordon Gin

Diageo dan Design Bridge Rebranding Desain Botol dan Logo Gordon Gin

Botol kaca itu sendiri memiliki bentuk hati dengan grafir timbul "botanical flourishes" ke atas melingkari kata-kata "Estd. London 1769". Sementara wordmark Gordon pada label digambar ulang dengan tangan dan logo merek babi hutan asli dibuat lebih terlihat, bergerak dari bawah ke depan botol.

Desain baru juga memperkenalkan koleksi ras gin Gordon, sloe, elderflower dan cucumber ke Gordon’s Export gin. Kemasan baru direncanakan rilis global bulan ini. Sementara branding tidak berubah, botol ramping dan tinggi lebih premium dan nuansa kontemporer.

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