Before & After: Star Gin London Dry

by Theresa Christine Johnson on 04/20/2016 | 2 Minute Read

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“A star is (re)born.” Star Dry Gin has been around since 1933 and has always been a popular choice. Although it’s gone through a series of bottle shapes and label designs in the past, they turned to Motherland for their most extensive make-over to date.

“With the latest design for this classic gin, Motherland wanted to revive the product's heritage and London Dry Gin origins. From an anonymous yet strangely ostentatious design reminiscent of cheap vodka brands, we headed off in the direction of a more stable, classic look with a distinct British heritage. The new bottle shape meant there was more surface to play with, while the challenge remained: how to make this relatively standard shaped bottle interesting.”

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“Design-wise, the new Star Dry Gin is much inspired by the handwritten typography of early tube- and traffic signage in London, with elements thrown in from the first 1930s Star Dry Gin as well.”

Star Dry Gin’s new look gives it life, intriguing consumers while respecting the delightful taste of the gin made from juniper berries, hints of citrus, and coriander. Their most previous look is premium and almost exclusive with a slender bottle and classic font choices. The redesign feels recognizable and relatable. Above the city skyline the brand name immediately jumps off the shelf. A rich blue on both the label and the top of the bottle gives the impression of a high quality product that is also modern and appealing to younger customers.

Arcus Brand Manager Alexandra Wachtmeister says, ”We are very excited about the new design and how it will be received. It's always a challenge to change the shape of such a classic product. But we’re confident that this change gives the product a lift that allows it to stand up well against the competition, both today and for some time to come.”

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Designed by: Motherland

Client: Arcus

Country: Sweden

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