Diageo leverages Tanqueray Old Tom gin's heritage and authenticity for limited edition run
Diageo has engaged Sedley Place to create the packaging for a limited edition run of its Tanqueray Old Tom gin.
Tasked with treading a fine line between retaining the hallmarks of the original design and introducing new devices to refresh the look and feel of the brand, Sedley Place has combined the red band and gold shield from the original label with a regenerated Tanqueray seal logo and pineapple device.
The limited edition comes as Diageo seeks to reassert Tanqueray Old Tom’s position in the gin category leveraging its heritage and authenticity and follows the successful reintroduction of Tanqueray’s Malacca gin in 2013.
“With the launch of Tanqueray’s first limited edition last year, Diageo wanted to ensure the labelling for Old Tom not only linked to Malacca gin, but also referenced the original design. Having worked with Tanqueray previously, we knew how to seamlessly integrate the classic brand’s heritage with a modern design,” commented Sedley Place senior graphic designer, Jason Barney.
As part of the limited edition launch a 1 litre clear bottle for the bar trade has been released with a limited run of 100,000 bottles available for purchase.