Client: Diageo
Project: Tanqueray Packaging Design
Tanqueray is one of Diageo’s super premium products. First launched in the 19th Century the brand has a long and enviable heritage. When we were tasked with developing the brand - to keep it relevant to modern drinkers - our starting point was to understand the brand’s pedigree and evaluate its core brand assets to understand which to retain and which to develop.
Following the core project, we also designed a limited edition, called Old Tom, having studied archive references for an original drink by that name. The resulting design is a deliberate balance of the historical and the contemporary. The numbered bottles of the limited edition were targeted at the on trade, in particular influential mixologists and bar people.
We started by creating a new, ‘ownable’ bottle shape in the style of an elegant cocktail shaker of the 1940s. This bottle was then adopted across the different variants in the range including a vodka, with different shades of green glass adopted for the Imported and Imported Rangpur Gins. All of the bottles also feature an embossed shoulder detail with a coloured seal. We then refined and crafted a new - but sympathetic to the brand’s heritage - hand-drawn scripted logotype, pineapple crest and signature, as well as graphic label embellishments for the Rangpur Gin.
