Loading
Get our free monthly newsletter
The latest news, case studies, events & opportunities across the creative industries.
Thank you! You are now subscribed to our newsletter.
Oops! Something went wrong while submitting the form.

By clicking the Join Now button, you agree to our Terms of Service and Privacy Policy.

Cookies Preferences
Close Cookie Preference Manager
Cookie Settings
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and assist in our marketing efforts. More info
Strictly Necessary (Always Active)
Cookies required to enable basic website functionality.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Design

Design Case: Tanqueray No.Ten

updated
February 22, 2021
Published on:
November 19, 2018
January 5, 2021

design case:  reviving tanqueray no.ten

Tanqueray No.TEN (large)
(Above: New packaging design stimulated growth at the gin brand. Image: DBA/DEA Awards Case)

Design Bridge, a design consultancy, was tasked with repositioning and redesigning the primary packaging of Tanqueray No.TEN gin brand which was losing share in a flat global category.

The super-premium gin brand, owned by Diageo, needed to stand out across a bar in a crowded market with a new approach to its green bottle and brand marque.

Design Bridge, which has offices in London, Amsterdam, New York, Singapore and Shanghai, developed a solution which evoked Art Deco era cocktail shakers, with details such as the colour of the green glass bottle and the cap used to communicate one of the gin's distinctive attributes - namely, the fact that it is distilled with fresh whole citrus.

Tanqueray No. TEN

There was limited communications to support the redesign. However, it is estimated that the redesign was the primary driver of a 32 per cent growth for the brand in 2014, in a category which grew by only 0.2 per cent.

The work was awarded a Gold in the 2016 DBA Design Effectiveness Awards.

Read more about the awards.

Get our free monthly newsletter

The latest news, case studies, events & opportunities across the Creative Industries sector.

Thank you! You are now subscribed to our newsletter.
Oops! Something went wrong while submitting the form.

By clicking the Join Now button, you agree to our Terms of Service and Privacy Policy.