The Melodist is a new gin brand for the Tesco Finest range. With the extraordinary boom in gin sales, creating a successful and credible own label supermarket brand had its own set of special challenges. Our point of difference was the composition of the product, which we needed to show.
With a balanced London Dry style, the distiller’s intention was to amplify the qualities of the twelve botanical ingredients that make the gin, and create a blend that is greater than the sum of its parts with each flavour having a key part to play in the overall composition.
The name – The Melodist – was inspired by composers who achieve the same balance and harmony in music, by understanding the role of each instrument in an orchestra.
The illustration of the ensemble of musical instruments, such as gleaming brass horns, surround the lustrous wood of a fine cello and the botanical notes including juniper, Angelica, green tea and lemongrass which effloresce from the mouth of the French horn to show this.
The design is playful whilst the finer detail suggests craft and artistry. The master distiller’s signature at the end further adds credibility, of both external expertise and the partnership.
"Coley Porter Bell's skill in alcohol branding combined with the team's expertise of own label were vital in getting this product to market"
Caroline Kelly, Head of Design, Tesco
Strategy and Positioning