Beefeater gin has unveiled a limited edition bottle design that uses photographs submitted by Londoners to encapsulate the concept ‘My London’.
Created by Coley Porter Bell, the design was developed in response to a brief to create a limited edition bottle that showcased “the creativity, personal freedom and exciting twists on the expected that are all prevalent in London”.
“The new design uses the Beefeater visual equities but in an unexpected way,” explained Coley Porter Bell creative director, Stuart Humm.
The Beefeater ‘My London’ bottle uses photographs uploaded by consumers to the Beefeater site as part of a competition, specifically created to generate content for the new design, which asked fans to demonstrate what London means to them.
Over 1,000 photos were uploaded with winning pictures selected to create a shrink sleeve comprising of nearly 2200 ‘pixels’ or individual images. Included on the sleeve as part of the design is a QR code which takes consumers to a YouTube video of the bottles creation, from there they can link to Facebook and a microsite hosting all of the images.
Humm commented: “At first glance the Beefeater yeoman looks as we know him. But when you look closer the ‘pixels’ tell a rich pluralist story of London generated by Beefeater consumers.”
The limited edition design is intended as the start of a bigger story for the Beefeater brand, Humm added: “This isn’t just a packaging idea, it is an engaging campaign idea which demonstrates the creativity and richness of London in a modern and relevant way.”
The bottle launches this month and will be available in more than 25 countries worldwide as well as travel retail outlets.