Islay-based gin brand The Botanist teamed up with agency The Elephant Room to help give the brand a fresh look and make its identity appeal to a new global luxury audience. More than expressing just a transformation, the new visuals had to communicate with the public in a modern manner while also resonating with the vibe of those always seeking to seize the moment.
The work includes a new global brand platform, visual brand identity, and launch campaign. Crafted to please global gin drinkers, the brand platform, “All We Need is Now,” is an invitation to the public to live life to the full and embrace the present. In fact, “the Now” is the idea that lies at the center of the brand’s evolution, being a key concept in developing the brand and contouring its visual identity.
In deciding the new color palette, the artists draw inspiration from the wild beauty of the Islay Island — the home of the gin brand — meticulously choosing the nuances to mirror the energy and vibrant rhythms that are found in nature. The citrus shades in warm tones are reminiscent of the island’s sunset. On the other hand, the teal-blue hues capture the natural landscape of the island. When put together, the colors paint a stunning visual foundation.
To reinforce the brand’s premium quality, the London-based agency developed a bespoke font. Minimalistic in design, the typeface not only reflects but also complements The Botanist’s modern energy and timeless elegance. A distinctive typographic device further emphasizes the premium status of the drink, ensuring the bottle stands out on the shelf in a bold way.
Featuring a series of priceless moments — from taking a sip of gin at home, in an intimate setting, to higher-energy social occasions — the candid pictures capture the gin’s energy as people savor it, allowing themselves to enjoy each moment, either at home or out with friends.
“This repositioning marks an exciting new chapter for The Botanist as we look to capture the attention of a global audience,” explained The Botanist’s Global Marketing Director, Gareth Brown. “We’re not just refreshing our look; we’re evolving to meet the desires of modern luxury consumers…”
“By tapping into the ‘All We Need Is Now’ mindset, we aim to… solidify our position as a leading super-premium gin worldwide,” Brown concludes.
Given its distinctively high ABV, The Botanist is best served when chilled. This allowed the creative team to play and develop a series of experiential and retail formats — from luxury ice cream trucks to custom cooler boxes, allowing consumers to enjoy a sip of the gin in a memorable setting, truly embracing the “All We Need Is Now” mindset.
CREDITS
Brand: The Botanist
Agency: The Elephant Room
