Tanqueray Blackcurrant Royale

01Challenge

Tanqueray needed a unique and sophisticated design for a new flavour proposition. The concept had a duality at its core: a balance of flavour and provocation. The design had to dial up both the delicious and the mysterious. It had to depict a premium gin experience in a way that is unmistakably Tanqueray.

02Idea

The Forbidden Garden. A dark paradise and lost Eden of exotic, dangerous flowers, waiting in the twilight. Thick bushes and brambles hang heavy with the fruits of forbidden delights. Illustration carries the garden across the label and the shipper, and photography leads you through the garden gate. The bottle takes its place within the Tanqueray flavour family.

03What I did

I led the design direction, from naming workshops and initial concepts to presenting to the client. We explored four creative territories: Le Jardin, La Balcon, La Chapelle and Le Salon. I directed and designed the label, bottle decoration and illustration. I art-directed the photography and oversaw print production and the print run.

04Craft & deliverables

• Naming workshops and four creative territories
• The narrative world: Le Jardin
• Label and bottle decoration
• Illustration and the secondary shipper
• Photography: the garden gate