Warner Edwards Gin



Agency: Biles Inc.
Project Type: Produced, Commercial Work
Client: Warner Edwards
Packaging Content: Gin
Location: UK

Biles Inc. redesigns a range of craft gins for award winning distillers Warner Edwards

Biles Inc. were appointed by Warner Edwards, in February, to create the brand strategy for their super premium gin, following a four way strategic pitch.

The redesign has included consideration of the key brand equities and their expression across packaging on four variants: Dry, Sloe, Elderflower and Rhubarb, as well as on-line, POS and launch communications.

Anthony Biles, Founder and Creative Director of the London Agency 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.

To unlock the design, we picked out the key qualities in the story and expressed them across the brand in a meaningful and differentiated way; to give Warner Edwards the premium luxury credentials to compete globally against other spirits.

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, from the shelf to the glass, is a journey of discovery and delight, with features such as the wax dipped closure, cigar band style over label and intricate glass etching embellished with modern twists and eccentricities.

The unique label shape gives stature and distinction to the brand marque. At the same time the story of the union of the founders is reflected in the presence of the English Lion and Welsh Dragon.

The new bottles are rolling out in to Fortnum & Mason, Harvey Nichols, John Lewis, Marks & Spencer, Booths, all good off-licenses and wine shops, and the on trade.