To design a standout bottle for Beefeater 24,
the premium expression of the famous gin range,
lending the brand the impact and positioning it deserves.


The bottle design pays homage to the Arts and Crafts movement of the early 20th Century. Through insight into the consumer appetite for brand authenticity, our design draws its inspiration from the Beefeater name. The bottle is produced in a shade of red reminiscent of the 170-carat Black Prince’s Ruby – the centrepiece of the Imperial State Crown, which is proudly guarded by the Beefeaters of the Tower of London, lending credibility and a unique heritage to the brand, letting it stand out from the crowd. 

Both the front and back label designs were updated, drawing focus to the brand name and iconography, and increasing the premium cues of this expression.



The new bottle has enhanced Beefeater 24’s premium positioning, increasing reason to believe in the authenticity of the brand through its association with the Tower of London.


The Beefeater 24 bottle has seen a large presence on social media, with its relaunch gathering over 500 likes on Instagram. Alongside the relaunch, the gin has announced a collaboration with Hackett London.