Tanqueray Aperitivo

01Challenge

The brief was to capture the essence of the Italian aperitivo ritual, celebrating Tanqueray's historic connection to Tuscany. The design had to communicate a premium product: iconic Tanqueray gin with ruby red grapefruit, botanicals and herbs. It also had to convey a vibrant, refreshing citrus experience inspired by Italian culture.

02Idea

The aperitivo hour. The work starts with a moodboard and narrative built on Tuscany and the aperitivo ritual. Three design routes were explored, Aperitivo, Presa and Pompelmo, each developed alongside its name. The routes translate the brief's vibrant citrus and botanical character into label design and a serve visual. Range exploration then tests how the idea could extend.

03What I did

I led the design direction, from initial concept development to presenting to the client. I developed the moodboard and narrative, and directed and designed the label routes and the serve visual. I ran naming alongside the design routes, so each name and look were shaped together.

04Craft & deliverables

• Moodboard: Tuscany and the aperitivo ritual
• Label design and serve visual
• Three design routes: Aperitivo, Presa and Pompelmo
• Naming explored alongside each route
• Range exploration