Leo Crabtree asked us to develop designs for market research for his new premium gin brand, Beaufort. This is a high end product and one of the strongest gins produced in the UK - also known as ‘gunpowder proof gin’. With the gun cartridge in mind, we created a dark red metal foil wrap at the neck of the bottle to emulate a classic shotgun cartridge.
The X route we designed was big and bold - like the gin itself. Elegant yet masculine, it has exceptional and immediately recognisable standout on shelf. The striking red X takes tonal cues from the foil wrap.
The Smoke route followed the gunpowder route in a more abstract way, with a screen print of the smoke left behind once a gun is fired. The power of this simple yet intriguing visual is amplified by simple, unobstructive typography.