Bombay Sapphire: design for a gin icon

Designing for a gin icon

By Knockout Design

For the best part of 10 years, Dominic Burke has worked on Bombay Sapphire, supporting the growth of its portfolio with packaging solutions that crystallise the brand’s iconic aesthetic.

nited by a passion for design and a reputation for innovation, this creative partnership has turned out showstopping packaging experiences time and time again, from an exquisite bottle commemorating the 250th anniversary of the brand’s 1761 recipe to the multi-award-winning GTR pack featuring the first-inmarket use of electroluminescence ink.

When Burke set up Knockout in 2018, Bombay Sapphire was one of the first companies to become a client. The Bacardiowned gin brand immediately engaged the new agency’s team of drink experts in an ambitious programme to bring several new expressions to market. With an intricate understanding of the brand’s visual equities and a pioneering spirit, Knockout has supported Bombay Sapphire in the successful launch of multiple new offerings in the past two years, including the brand’s first venture into RTD (ready-to-drink).

New generation of gin lovers With growing popularity, the gin category has attracted a newer, more modern audience interested in flavour innovations and new formats from brands that are as accessible as they are alluring. In recognition of this evolution, Bombay Sapphire developed its new Stir Creativity platform and set the course for developing the portfolio with new expressions that would excite and inspire this new young crowd of gin lovers.

Knockout’s task was to flex and stretch the brand’s visual identity, finding ways to communicate the new propositions and modernise its look whilst staying faithful to the core equities that make Bombay Sapphire so iconic.

Bombay Bramble, which launched in March 2020, answered the rising demand for flavoured gin with a more refined, sophisticated spirit. The design puts a twist on the brand’s existing architecture with a delicate frame of berry brambles etched in rose-gold and a clear label to celebrate the liquid’s ruby red colour. These details not only add a touch of elegance, but also reflect the craftsmanship that sets Bombay Bramble apart from its pink competition.

In designing Bombay Sapphire Sunset, Knockout needed to convey the offering’s complex flavour profile whilst also evoking the mellowing mood of its unique drink occasion. With a gradient that ascends from golden orange to twilight blue and an exotic

botanical pattern executed in different ways and textures around the bottle, the design captures the glow of the sunset whilst weaving its enticing story of a refreshingly aromatic gin to enjoy as day becomes night.

Convenient and sophisticated When Bombay Sapphire decided to move into the booming RTD category, there was strict guidance from leaders at Bacardi for the brand’s premiumness not to be eroded when translated onto the new format. Knockout was then briefed to create packaging that conveyed convenience with a level of sophistication not currently seen in the market. A perfect serve of classic iconicity with a modern twist, the design uses bold colour, elegant typography and a matt finish to deliver a contemporary RTD experience that in no way compromises Bombay Sapphire’s aesthetic. “We have a lot of admiration and respect for Ivano Tonutti, Bombay Sapphire’s Master of Botanicals and Anne Brock, its Master Distiller,” says Burke. “They infuse their expertise, mastery and creativity into developing these new propositions and we work in partnership with the global brand team to truly reflect that in how we bring them to life within the portfolio. That’s why we take a lot of care in designing elements that will showcase this intrinsic complexity without diluting the brand’s standing as the world’s leading premium gin.”

All in the details This year, Bombay Sapphire began development on a superpremium series to celebrate their longstanding relationships with the local growers and suppliers that provide its botanicals. The first launch, Bombay Sapphire Premier Cru Murcian Lemon, spotlights the sensational, sustainably grown citrus fruits from the Murcia region in Spain. Produced from a late harvest, these Murcian Fino lemons, mandarins and sweet Navel oranges are hand-picked and hand-peeled when they are at their ripest to ensure the most intense citrus aromas and flavours are harnessed. “The proposition added even more layers to the brand’s rich story, which provided an incredible springboard for creativity,” says Burke. “The challenge, however, was in elevating Bombay Sapphire’s equities to highlight its exceptional quality whilst also creating a sense of intimacy that would reflect the love, care and human touch that’s gone into crafting it. To do this, we focused on tactility, adding subtle details that you may only discover once it’s in hand. So rather than creating a cold, distant thing of beauty, we’ve made an intuitive experience that consumers can immerse themselves in.”

With a refined bottle structure, vibrant colour and elegant detail, the final design for Bombay Sapphire Premier Cru captures the prestige of this new proposition, creating intrigue at every angle and with every touch.

Relationship rewards Whilst proud of all the work Knockout has created for Bombay Sapphire over the past three years, Burke attributes this success to working with a brand team that understand true partnership.

“All this has been made possible by a global brand team that not only trust us, but also continuously inspire our courage in doing new and exciting things. We aren’t an agency kept at an arm’s length or merely used for execution. We are completely embedded into the team, able to share ideas and have our voice heard and respected. This really does make all the difference. With strong relationships like this, you can open the doors of efficiency and create magic,” he concludes.