Beefeater, the gin your uncle used to get tipsy on at Christmas dinner, recently launched a lower-ABV spirit drink in Spain. Boundless Brand Design was commissioned to design a label that would stay true to the original but make it clear to someone looking for a more casual option that was, in fact, lighter. The iconic, red accent colors of the new label pop in contrast to the faded, matte London scene in the background while introducing a blue tint on the bottom half of the bottle.

I’m gonna sip this with my pinky out.

Looking to target the surging demand from global consumers for no/low spirits, Beefeater wanted to create a lighter drink experience for those seeking a more balanced lifestyle. Building on the success of the timeless classic, Beefeater London Dry Gin, this new offering has been formulated with the exact amount of alcohol needed to maintain its distinct Beefeater flavor.