Warner Edwards gin overhauls packaging to compete in premium market

Warner Edwards Distillery has redesigned the packaging and key branding across its range of gins as it looks to push a more premium image.

The company tasked branding and design agency Biles Inc to carry out the work across its Dry, Sloe, Elderflower and Rhubarb variants as well as on-line, POS and launch communications.

To approach the work Biles Inc picked out the key qualities in the story of Warner Edwards’ history and expressed them across the brand to give Warner Edwards the premium luxury credentials to compete globally against other spirits.

Anthony Biles, founder and creative director said: "Warner Edwards Gin is uncompromisingly good. The craft and knowledge that goes into the product is exceptional and the bond between the two founders very evident. The story behind Warner Edwards is rich, and deep and we have used it to inform the design.

“In short, we wanted to be as uncompromising with the design as Warner Edwards are with their gin; to capture the craft and passion that goes into the bottle, on the bottle.”

The bottle includes features such as a wax dipped closure, cigar band style label and intricate glass etching embellished.

A unique label shape aims to give distinction to the brand marque and at the same time the story of the meeting of the founders is reflected in the presence of the English Lion and Welsh Dragon.

The new bottles will roll out in Fortnum & Mason, Harvey Nichols, John Lewis, Marks & Spencer, Booths, other off-licenses and wine shops, and on trade.

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