Plymouth Design & Branding LOOKING BACK TO MOVE FORWARD by Design Bridge Limited

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LOOKING BACK TO MOVE FORWARD

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Industry Gin
Media Design & Branding
Market United Kingdom
Agency Design Bridge Limited
Creative Director Antonia Hayward
Typographer Mike Pratley, Frederick Mairns
Illustrator Geoffrey Appleton, Heather James
Released April 2012

Credits & Description

Category: iii. Premium Brand
Advertiser: CHIVAS BROTHERS, PERNOD RICARD
Product/Service: PLYMOUTH GIN
Agency: DESIGN BRIDGE
Group Creative Director: Graham Shearsby (Design Bridge)
Creative Director: Antonia Hayward (Design Bridge)
Design Director: Emma Follett (Design Bridge)
3D Creative Director: Laurent Robin-Prévallee (Design Bridge)
Illustrator: Geoffrey Appleton (Freelance)
Illustrator: Heather James (Freelance)
Typographer: Mike Pratley (Freelance)
Typographer: Frederick Mairns (Freelance)
Client Business Director: Peter Droy (Design Bridge)
Client Manager: Iona MacDonald (Design Bridge)
Media placement: Plymouth Gin Classic bottle - spirits distributors worldwide - 01 October 2011
Media placement: Plymouth Gin Navy Strength bottle - spirits distributors worldwide - 01 January 2012
Media placement: Plymouth Sloe Gin bottle - spirits distributors worldwide - 01 January 2012
Media placement: Plymouth Gin image board - awards board - Cannes - 27 April 2012
Describe the brief from the client
As a protected blend that can only be made within Plymouth's city walls, and one of the UK’s oldest spirits, Plymouth Gin has a unique heritage. The brand was established in 1793 on the site of a medieval monastery that had sheltered the Founding Fathers for their last night in England before they set sail on the Mayflower. To this day the gin is made in small batches in the original copper still. Chivas Brothers, the Scotch whisky and premium gin division of Pernod Ricard, felt that Plymouth Gin’s unique provenance was undervalued on the bottle. We were was asked to restore Plymouth Gin’s rich heritage and express the brand’s credentials.
Describe the challenges and key objectives
In order to bring this story to life, the brief demanded significant transformation. Our challenge was to be bold in the pursuit of quality - just as 18th century sailors used to test the strength of Plymouth Navy Strength with gunpowder. We started at Black Friar’s distillery, exploring the archives to rediscover authentic details that had been lost, from crafted typography to treasured icons.
Describe how you arrived at the final design
Exploring the archives, we discovered authentic details that inspired our creative idea ‘looking back to move forward.’
We reinstated the Mayflower as the Plymouth label's hero. From the copper gilding, linking to the original 1793 copper still, to the ghostly Black Friar symbolising the distillery’s original tenants, we reunited key elements of Plymouth Gin’s heritage. The craftsmanship of the new bottle story tells a unique history and returns Plymouth Gin to the look with which it was made famous as the spirit of 18th century explores and navy seamen.
Give some indication of how successful the outcome was in the market
Since launching in Spain in October 2011, and in global markets from 2012, the new design has achieved:
• Increased market share - adding France as a new market, and building share in Spain
• Doubled sales volumes in Spain - the world’s largest premium gin market
• Stronger positioning as a premium brand
• Increased exposure and brand awareness via endorsements in the trade and media