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10/09/2018

Tanqueray & Tonic


Agency: Co Partnership
Creative Director: Zoe Green
Art Director: Max Harkness
Designers: Chris Nokes, Graeme Offord
Project Type: Produced, Commercial Work
Client: Tanqueray
Location: Australia
Packaging Contents: Premix cocktail
Packaging Substrate / Materials: Glass bottle

Tanqueray Gin & Tonic is a timeless classic, served in the finest bars in the world. The brief was to offer consumers a perfectly mixed G&T package that upholds the heritage and authenticity of the parent brand, setting a new benchmark for premium premixes.

The idea lives around the bartenders perfect serve of Tanqueray & Tonic and experiencing this ultimate G&T at home. In order to differentiate from lesser quality premixes and uphold the iconic image of Tanqueray, we began our journey by designing a custom glass bottle.

The new design strikes a perfect balance, borrowing just enough from the parent brand to build recognition, whilst being technically feasible to run down a fast bottling line. Using a lighter green glass to communicate a softer strength than its parent, we slimmed down the bottle and introduced a crown seal to speak to the ready to drink format, adding embossing of ‘Charles Tanqueray & Co’ to the shoulder and monogram mark to the bottle base.

By reorganising the famous Tanqueray brand assets, we made room to deliver the idea of the bartenders perfect serve, using copy such as ‘The definitive Gin & Tonic’, ‘Expertly Blended’ and ‘The world’s most prestigious gin, blended with our signature tonic’.

To visually introduce this idea, we added a detailed illustration of a ‘Copa de Balon’ glass – or balloon cup, the offical glassware of Gin & Tonic connoisseurs, filled with ice and lime and finished with the founders signature for authenticity.