EDINBURGH Gin has unveiled new bespoke packaging designed to ‘clearly communicate’ its premium gin credentials.
The new packaging is also intended to improve shelf stand out, create differentiation between portfolio segments, and continue the brand’s commitment to its sustainability strategy.
The redesign rollout will start with its drys, flavoured, and seasonable products. The brand said consumers will notice ‘gorgeous’ aesthetic updates – including graphics bespoke to each bottle, which have been designed to bring to life the gin flavours and botanicals. Each illustration and ‘tale’ on the bottles captures the story of each gin expression, with back label copy describing the taste in a ‘wonder-filled’ way.
Across its dry and flavoured ranges, Edinburgh Gin is focused on increased global recognition and recall, by replacing the existing ‘EG’ logo with the full brand name of ‘Edinburgh Gin’. The bespoke bottle features an embossed brand marque and is made from 49% recycled glass, which supports the brand’s journey towards net zero.
New bespoke and ‘vibrant’ capsule designs support overall standout on shelf. The newly redesigned labels feature details such as a cobbled street pattern to represent the streets of Edinburgh. The new labels for Edinburgh Gin’s flavoured range feature ingredient-based illustrations to highlight the brand’s commitment to natural flavours. Each of the new label designs aim to inspire a reconnection with nature and celebrate each gin’s unique story.
The Edinburgh Gin liqueur designs have also been revised and feature a foiled coloured border and unique capsule for each flavour. The new packaging has been designed to ensure both shelf stand out and to create a clear difference between each liqueur in the range, as well as the rest of the Edinburgh Gin portfolio.
Finally, in a new sustainability initiative, Edinburgh Gin will remove all secondary packaging across its core range and move to 49% recycled glass content across all formats, with a commitment to increase this as technology with glassmakers becomes available. Edinburgh Gin is continuing its sustainability journey with recyclable packaging such as the glass bottle, recyclable aluminium tin capsules, and fully recyclable FSC-certified paper labels, also containing recycled materials. The labels will include a QR code which links to further recycling information following the redesign.
Karen Crowley, brand director at Edinburgh Gin, said, “Edinburgh Gin has evolved from a local treasure to an internationally recognised global brand and so it made sense to take this next step in our brand identity evolution. The new labels not only creatively reflect our vision of expertly distilled gins but are designed through the illustrations and language used on the packaging, to take drinkers on a ‘tale of wonder, told through taste’.
“With such a rich product portfolio, the new designs help drive consumer clarity across the portfolio segments, as well as supporting our environmental impact goals. We’re really looking forward to seeing the new design on back-bars and shelves and hearing what our consumers and customers think.”
