design case:  reviving tanqueray no.ten

 Tanqueray No.TEN (large)

(Above: New packaging design stimulated growth at the gin brand. Image: DBA/DEA Awards Case)

Design Bridge, a design consultancy, was tasked with repositioning and redesigning the primary packaging of Tanqueray No.TEN gin brand which was losing share in a flat global category.

The super-premium gin brand, owned by Diageo, needed to stand out across a bar in a crowded market with a new approach to its green bottle and brand marque.

Design Bridge, which has offices in London, Amsterdam, New York, Singapore and Shanghai, developed a solution which evoked Art Deco era cocktail shakers, with details such as the colour of the green glass bottle and the cap used to communicate one of the gin's disinctive attributes - namely, the fact that it is distilled with fresh whole citrus.

Tanqueray No. TEN

There was limited communications to support the redesign. However, it is estimated that the redesign was the primary driver of a 32 per cent growth for the brand in 2014, in a category which grew by only 0.2 per cent.

The work was awarded a Gold in the 2016 DBA Design Effectiveness Awards. 

Read more about the awards.