Beefeater’s – new low alcohol spirit drink

Derrick Lin


Design: Boundless Brand Design
Location: United Kingdom
Project Type: Produced
Client: Beefeater
Product Launch Location: Spain
Packaging Contents: Gin inspired spirit drink
Packaging Substrate / Materials: Glass bottle/paper label

Boundless Brand Design was commissioned by client partner and the world’s most awarded Gin, Beefeater, to launch a Lower-ABV spirit drink in Spain, an exciting first for the brand.

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 correct amount of alcohol needed to maintain its distinct Beefeater flavour.

This new innovation needed to be a breakthrough in both proposition and design that establishes a new tone and experience for gin drinkers. We looked to do this by creating a distinctive aesthetic for Beefeater that stays true to the new masterbrand look and feel, whilst heroing the full-flavoured light spirit.

Brand led, effective yet simple, the design features the iconic Yeoman Warden standing in front of the Tower of London, preserving authenticity and strong storytelling. Maintaining standout for on trade, the design ensures attention is captured with the bold and prominent Light logotype. Further ensuring distinction, Boundless has used strong colour, creating an iconic and ownable palette for the new Beefeater brand.

Hamish Shand, Founder and Creative Director of Boundless Brand Design says, “We are thrilled to have been working with Beefeater on this exciting new proposition. In such a rapidly developing category, creating a standout design for the new Beefeater Light was vital to command attention in such a prevalent Spanish market. This innovative new proposition is inspired by Beefeaters authentic London heritage, enriched with vibrant colour, intricate embossing’s and a tactile paper label.”