Literally centuries old, Greenall’s Original London Dry Gin from U.K. distiller G&J Greenall was lacking in shelf presence and public awareness, and facing an aging consumer base, as it approached its 250th anniversary this year. The heritage brand, number two in the standard gin category, was also being threatened on price, squeezed between private-label brands and aggressive price promoting by the brand leader.
With a new marketing team in place, G&J Greenall set about repositioning the brand away from private label, at the top end of the standard gin category, by offering a premium-style gin at a standard price. “The objective was to create a new visual identity and package design to increase shelf impact, build brand awareness, and appeal to a new generation of gin drinkers,” says Marcus Hewitt, chief creative director of Dragon Rouge, which was tasked with refreshing the brand identity.
Dragon Rouge designed eight concepts, two of which were tested in independent, national consumer focus groups. The resulting package design, using Greenall’s existing rectangular, clear glass bottle as a base, departs dramatically from the former graphics, combining tradition and heritage with a modern twist.
A modern, clean logo replaces the former script logo, and rests prominently on a contemporary dark-green square label. Copy that reads, “The Great British Spirit Since 1761,” at the bottom of the bottle’s front panel, reassures consumers of the brand’s tradition. A proprietary green abstract “Union Jack” design on the inside back label delivers a 3D effect and underpins the brand’s heritage in a contemporary way.
“The new, bold design breaks with convention yet remains relevant to gin,” says Samantha Dumont, creative partner at Dragon Rouge London. “It disrupts but does not violate category codes. It reaches out to the younger consumers and talks their language.”
The reinvigorated brand was launched in March 2011, along with an integrated marketing campaign. “The major multiple buyers recognize a positive step change for Greenall’s Gin,” says Dumont. “All have commented on the ‘radical and contemporary’ design, which will definitely increase the brand’s shelf presence and differentiate it from competitors.”