Bombay Sapphire recently launched a new range of RTDs. The upscale and stylish design, created by drink specialist Knockout, is a perfect serve of classic iconicity with a bold modern twist.
Bombay Sapphire® & Tonic took time to develop as the brand was adamant that the product lived up to consumer expectations in terms of quality, craft and ingredients. The overall goal was to shake up the category with a RTD proposition that was unrivalled when it came to taste.
The Bacardi-owned brand briefed their longstanding partners at Knockout to craft packaging with a level of sophistication not currently seen in the booming RTD category. It needed to align with the premium look and feel of Bombay Sapphire’s global portfolio, whilst also conveying convenience in the simplest, yet most stylish way possible.
“The RTD category continues to grow at a rapid pace, widening the target demographics and driving the need for more premium, higher quality, adult premixed serves,” comments Dominic Burke, founder at Knockout. “In meeting this challenge, Bombay Sapphire® & Tonic needed a design that in no way compromised the brand’s premium proposition or its iconic aesthetic.”
Knockout’s design reimagines Bombay Sapphire’s iconic equities for a contemporary RTD experience. The architecture amplifies the brand’s colours for standout, whilst also creating enough versatility to provide easy navigation between variants. Elegant typography, metallic detailing and a matte finish bestow a sophisticated feel, appealing to a modern crowd, whilst Queen Victoria’s cameo and the wordmark act as a stamp of authority, conveying credibility from the world’s number one premium gin.
“Bombay Sapphire® & Tonic has been a long time coming as we refined a formula that balanced the demand for an RTD product with our resolve to maintain Bombay Sapphire’s standards of quality,” comments Adam Heims, global brand director of Bombay Sapphire. “Knockout’s design reflects the diligence and effort we put into creating the perfect serve and will surely help us stand out in this growing category with an expression that emanates sophistication with modern style and appeal.”
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