Beefeater London is a premium gin with a brandworld which has always been centred around botanicals. This strategy is slowly evolving into something else - shifting to a contemporary lifestyle brand for Urban Explorers, with a brandworld born from the city of London.

In keeping with this new direction ‘The Spirit of London Room’ launched at Beefeaters South London based distillery, where visitors are encouraged to mix their own gin recipe from Beefeaters vast library of botanical ingredients.

I worked with The Mix, Pernod Richards creative agency to develop an eclectic and energetic art direction to promote The Spirit of London Room, creating a distinctive collage style using Beefeaters existing brand assets, whilst incorporating some of the botanicals available when creating your own gin recipe at the room.