Distiller Warner Edwards has adopted a new packaging design for its range of craft gins from London-based branding agency Biles Inc.
The redesign has included consideration of the key brand equities and their expression across packaging on four variants – dry, sloe, elderflower and rhubarb – as well as online, at the point of sale and in launch communications, Biles Inc said.
Anthony Biles, founder and creative director of Biles Inc, said: “Warner Edwards gin is uncompromisingly good. The craft and knowledge that goes into the product is exceptional and the bond between the two founders is very evident. The story behind Warner Edwards is rich, and deep and we had used it to inform the design.”
The agency picked out the key qualities of the brand’s story and expressed them in a meaningful and differentiated way, in order to give Warner Edwards the premium luxury credentials to compete globally against other spirits. The firm wanted to capture on the bottle the craft and passion that goes into the production of each gin.
The unique label shape gives stature and distinction to the brand marque, while the story of the union of Warner Edwards’ founders is reflected in the presence of the English lion and Welsh dragon on pack.
The new bottles will roll out in Fortnum & Mason, Harvey Nichols, John Lewis, Marks & Spencer, Booths, all good off-licenses and wine shops, as well as on-trade retailers.
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