Beefeater gin releases 2013 limited edition bottle design 'My London' from Coley Porter Bell
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.
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Coley Porter Bell
Seduce the subconscious, and convince the conscious. We leverage neuroscience to create Beautifully Persuasive brands that grow.
Brand Strategy Brand Identity Innovation and Naming Branded Environment Packaging (structural and graphic) Digital Branding and Branded Content
Coley Porter Bell is a global full-service branding agency. Part of the Ogilvy & Mather group, we have 36 years experience of bringing fresh thinking to brands based on a deep understanding of consumers and markets.
We're big fans of neuroscience. It helps us see how most of our decisions are made, in an instinctive, rapid-response way called 'system 1'. It's in system 1 that 90% of the information influencing us is visual. Later, we rationalise our decisions in our 'system 2' brain - or the reflective, logical part.
We believe that as brand owners, strategists and designers, we need to create brands that can both seduce the subconscious (system 1) and convince the conscious (system 2).
At Coley Porter Bell, we leverage neuroscience to think differently, more visually. Our Visual Planning process addresses both systems in the brain, helping us to create brand strategies and identities that add real value, create loyalty and ultimately grow your brand and bottom line.