The brief was to create a concept to establish a new category of ultra-premium gin for Beefeater. Burrough’s Reserve had to be the pinnacle of the range, embodying heritage, craftsmanship and luxury. It needed to attract discerning, ‘free-thinking’ drinkers already engaged with other ultra-premium categories such as whisky and cognac. Launching in the on-trade, it had to exude status and credibility, while communicating its unique proposition on-shelf.
We developed the concept, name and packaging design, which is a metaphor for the gin’s unique production. The design references the copper still, oak barrels and hand-crafted way in which it is made. The overall impression is distinctive; balancing the gravitas and craft cues of dark spirits with the freshness of gin.
"We wanted to create something that balances the ultra-premium codes often found in dark spirits, for example hand-craftsmanship and cues of discernment and status, with the world of gin and Beefeater. We set out to create a new category and to appeal to free-thinkers who aren't bound by convention. To this end, we have fully achieved our aim."
Stuart Humm, Creative Director, Coley Porter Bell