Pure Ginius

I wasn’t kidding when I said I liked bad puns.

Whilst perusing Pearlfisher’s Portfolio I came across this gem. The brief seems fairly straight forward, put simply it encompassed “strategic positioning, brand identity and design across the Waitrose portfolio of ranges.” However one solution that particularly caught my eye was, as with my previous post, a beautifully simple yet effective outcome.

London Gin Packaging

By taking the recognisable, but not clichéd, street signs of London as a basis. They were able to create elegant packaging but with a very strong underlying reference to London. This completely sums up the kind of work that I love.


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